Shloud’ve gne to Specvsaers

20 years since it first appeared, Specsavers has unveiled a new series of Should’ve Gone to Specsavers spots created in-house and directed by Friend London’s Ric Cantor.

Titled Should've 2.0, the campaign includes two videos focused on a delivery driver who needs an eye test after first, climbing ten floors of the wrong tower block, as the lift is Out Of Order, and then mistaking an ambulance for his Van, throwing a parcel on to an unexpected patient. 

Specsavers’ audiology service has its first Should’ve outing, when a block resident gets an unexpectedly large Pizza delivery before the line “I said enough for two hungry people.”

In a media first, the campaign is expanding beyond the spots to Channel 4 and ITV who will be having their own Should’ve Gone to Specsavers moments as their continuity announcers get their scripts mixed up, introducing some of the biggest shows on television, but for the wrong channel.

The campaign also includes national press ads ‘accidentally’ printed upside down, and experiential builds in London and Leeds with incorrectly installed sheets and one in which a billboard poster’s ladder has been pasted over.

The campaign is a welcome return of the warmth and wit of Should've Gone to Specsavers that has firmly established itself into British culture, with the phrase regularly making its way into everyday conversation, media and even in Parliament.