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media positive: lightning- quick thinking from specsavers

By Jack Palmer, Craft Media London

Today’s #mediapositive concerns this piece of lightning-quick thinking from the Specsavers team in Monday’s Metro, who managed to insert themselves alongside the much-discussed edited photo of the Princess of Wales.

The restraint shown by not spelling out the joke, instead having the confidence to let the reader do the work, banking on the immense strength of their brand as comic mischief-makers, makes the pay-off all the more gratifying. The fact that the news copy above makes no mention of the photoshop element of the story only adds to the feeling that it’s a private joke only between Specsavers and the readers. It also serves as a necessary reminder to the rest of us of the unique power of press: the only channel that could engage with the zeitgeist in such a visible way.

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