Taking advantage of the buzz around the disallowed goal in the UK-Germany match, Specsavers released this ad in major UK dailies. Brilliant timing, superbly dovetails into the ‘should’ve gone to Specsavers’ line.
Agency: Specsavers In-house Creative team
There were others too (mostly prior to the England-Germany match) that attempted to be topical and get talked about:
As Copyranter said about another topical ad (for the longest professional tennis match in history), timing is everything in topical ads. They may not be out of the world but the one that exploits a link between the even and the brand gets talked about.