It is so hard to create scenario after scenario on the same ad theme without losing its appeal. Familiarity breeds disinterest more times than not.

Should’ve gone to Specsavers is a still-shining exception.

Specsavers is now using its signature gag to promote its free hearing tests. And the ads’ in-house co-directors, head of TV services, Chris Denton, and creative director, Graham Daldry, have done a fabulous job of making the well-known twist fresh and fun.

The new TVC broke in the UK during ITV’s X-Factor on Sunday September 3.

“We want customers to understand that we apply the same values to hearing as to eye care,” explained Daldry.

“That means making services that can often be expensive elsewhere, more accessible and affordable without sacrificing product or service quality. By applying our famous Should’ve strapline to our audiology business, the Arctic ad creates an opportunity to extend Specsavers’ brand values. The beauty of the Should’ve Gone to Specsavers strapline is that it can be applied anywhere… even to the Arctic.”

Credits:

Creative agency: Specsavers Creative

Creative director: Graham Daldry

Creatives: Neil Brush & Simon Bougourd

Production company: Specsavers Creative

Director: Chris Denton & Graham Daldry

Producers: Kristin Rathje & Louise Fletcher