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Best Worst Team
Season 3

Challenge

Specsavers set out to rebuild relevance among younger audiences who didn’t connect with its iconic Should’ve gone to Specsavers (SGTS) platform.

While the strapline remained nationally famous, Gen Z had not grown up with the brand’s TV‑led storytelling. The objective for 2025 was to boost brand consideration among 18–34s while ensuring the campaign still resonated with core 35+ customers.

Strategy

To achieve this, Tangerine developed a strategy rooted in football culture – a shared passion for both Gen Z and older audiences.

Football already provided an organic link to SGTS, with fans regularly using the phrase to comment on refereeing errors and VAR decisions. With over half of Gen Z identifying as football fans and most wanting brands to support grassroots sport, football became the ideal territory to reframe SGTS as a positive force.

  

Creative

The campaign positioned Specsavers as a champion of grassroots football by celebrating, rather than mocking, its imperfections.

After a nationwide search with over 1,000 nominations, Somerset‑based Tunley Athletic was selected as the “Best Worst Team.” Tangerine produced a six‑part documentary series following their season, featuring surprise coaching support from high‑profile sporting talent including Harry Redknapp, Ella Toone and Gary Neville. The series ran on YouTube, supported by social cutdowns, PR, influencers, and a Spotify partnership amplified through The Rest is Football podcast.

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