Specsavers tackle ‘Resting Squint Face’ with humorous PSA

Specsavers is taking aim at a very modern affliction ‘Resting Squint Face’ in a playful new campaign by Golin London.

The witty PSA urges Brits to stage a ‘Squintervention’ for friends, family or colleagues who can’t stop narrowing their eyes at screens.

The tongue-in-cheek integrated campaign reframes presbyopia – a common, age-related near-vision change affecting 1.8 billion people globally – as a relatable social quirk.

Only 27% of Brits have heard of the condition, according to Specsavers’ new research.

At the heart of the campaign is a 90-second spoof public-service announcement, written by Matt Roach and directed by Craig Ainsley through Arts & Sciences, that features sufferers hilariously lamenting their “Resting Squint Face.”

One man even hires someone to hold his books at arm’s length.

“We wanted to give people permission to gently mock their squinting loved ones,” says Matt Roach, Creative Director at Golin. “Hopefully, it leads to fewer people on Zoom calls squinting like they’re walking through a sandstorm.”

Running across AV, radio, OOH and digital, the wider through-the-line campaign is supported by Manning Gottlieb and Tangerine Communications, with social and influencer content driving the ‘Squintervention’ message.

“The clinical term presbyopia can intimidate people,” adds Simone Roberts, Marketing Communications Lead at Specsavers. “Calling it Resting Squint Face makes it relatable and sparks conversation – and ideally, an eye test.”

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