The newest iteration of Should’ve gone to Specsavers has reached Australia. The commercial, in which dad mistakes the boat keys for a fishing fly, was created by Specsavers’ in-house creatives, The Agency, in the UK is especially important to the brand.
It was the first time that the famous Should’ve Gone to Specsavers strapline was released in Canada. The campaign launched there on April 23, across TV, OOG, digital and radio.
Specsavers recommenced Should’ve gone at home in the UK in December 22 after a two-year hiatus, with a series of billboards posted vertically, rather than horizontally.
In Australia, the 30-second fishing trip spot made its debut on May 21, on Channel Nine and Seven News.
“After 15 years, we are excited to be in market with a big brand Should’ve. No trade offer just a great piece of pure brand placement which aims to delight audiences and inspire them to be as excited about eye health as we are,” stated Shaun Briggs, director of marketing planning, Specsavers ANZ. “The strength of Should’ve Gone to Specsavers is the gentle reminder it gives Australians of all ages to look after their eye health while also making them smile.”
The new commercial was shot in and around Otago, New Zealand. The campaign is running in Australia across TV, BVOD, YouTube and cinema.
Trivia: Former Specsavers creative director, Graham Daldry, introduced the Should’ve gone to Specsavers tagline in 2002.
The most famous AUNZ iteration is Bus Crash, 2011. The ad is on the back of what appears to be an Intercity bus in New Zealand that looks as though it has backed into a bus parking sign. It was created by agency, Smart, in Melbourne, Australia.
Credits:
Client: Specsavers
Trading Director ANZ: Jane Hoban
Director of Marketing Planning ANZ: Shaun Briggs
Head of Brand Creative ANZ: Goran Majstorovic
Head of Brand Planning & PR ANZ: Anri McHugh
Senior Marketing Manager, Brand Creative ANZ: Joanne Dixon
Marketing Manager, Brand Creative ANZ: Zorana Dodos,
Creative Agency: The Agency, Specsavers
Media Agency: Initiative
