Specsavers translates slogan to help fans prepare for dodgy Euros referee decisions


Today sees the launch of Specsavers’ Euros activity, ‘Should’ve Translations’, which helps fans of all nations prepare for the tournament by translating its famous slogan ‘Should’ve gone to Specsavers’ into the languages of all the countries taking part.

Specasavers’ Euros referee skit

The tongue-in-cheek ads ensure that supporters of every nation will be able to scream, cry or shout the phrase in their native tongue when the inevitable dodgy refereeing decisions take place.

‘Should’ve Translations’ kicks off today (13 June) with full page national newspaper press ads.

The cheeky executions show the flags of all 24 nations taking part in the Euros, with “Should’ve gone to Specsavers” translated into the language of each one.

Alongside this, there will be outdoor executions ahead of Scotland’s first game against Germany (14 June) and England’s first game against Serbia (16 June) where the flags of the teams playing on those days will be side by side with the translations.

'Should've Translations' Press
‘Should’ve Translations’ print press campaign.

Richard James, Creative Director, Specsavers Creative, said: “When referees make dodgy decisions, English football fans are able to use our famous slogan to vent their frustration – whether shouting it at the TV or typing it on Twitter.

“But we think it’s only fair that the phrase should be available for everyone, not just England fans. So we’ve created a fun idea that will hopefully raise a few smiles during the football.

“We’re always looking for unexpected ways to use our famous tag line, and ‘Should’ve Translations’ does just that.”