Should've Gone to Specsavers

Agency: The Agency, Specsavers

Fishing brand spot


Specsavers debuts its iconic 20-year tagline, “Should’ve Gone to Specsavers,” in Canada on April 24, 2023, in a new integrated multi-channel campaign.

Succeeding “That’s Specsavers Love,” the inaugural campaign that supported the brand’s Canadian launch, “Should’ve Gone to Specsavers” takes the humour a step further, blending its signature wit and purpose of changing lives through better sight with sophisticated cinematography and understated drama.

The ads tell stories of vision-related mishaps in various outdoor adventures on the backdrop of stunning nature landscapes, while working in a world of suspended disbelief and presenting the implausible as entirely plausible.

“With the successful establishment of Specsavers in Canada, this new generation of marketing aims to delight audiences and inspire Canadians to be as excited about eye health as we are,” said Catherine Walsh, Director of Marketing, Specsavers Canada. “The strength of Should’ve Gone to Specsavers is the gentle reminder it gives Canadians of all ages to look after their eye health while also making them smile.”

This professional campaign titled 'Should've Gone to Specsavers' was published in Canada in April, 2023. It was created for the brand: Specsavers, by ad agency: The Agency, Specsavers. This Integrated medium campaign is related to the Health and Retail Services industries and contains 2 media assets. It was submitted about 1 year ago by Senior Consultant: Henny Hamilton of Visible PR.


Specsavers Canada
Trading Director: Matt Armitage
Marketing Director: Catherine Walsh
Creative Brand Manager: Lauren Mills

The Agency, Specsavers
Creative Director: Richard James
Broadcast Producer: Angus Smith
Art Director: Holly Pirou
Copywriter: Lucy Weetman
Head of Client Partnership: Lyndsey Brown
Lead Client Partner: Tasha Thirlby
Head of Planning: Liz Baines
Head of Creative Design: Sid Tomkins
Campaign Design Lead: Craig Le Lerre
Senior Integrated Producer (Model Photography): Ash Durrant
Senior Integrated Producer (Product Photography): Clair Carter
Senior Creative (Radio, Photography): Jack Finn
Senior Creative (Radio, Photography): James Hearn

Production Company – TV: Scoundrel
Director: Tim Bullock
Producer: Tony Whyman
Executive Producer: Kate Gooden

Post production: Fin Design and Effects
Sound Design: Rumble
Photographers (Model): Raina + Wilson
Photographer (Product): Karl Taylor
Production Company (Radio): Hadron Sound
Media Planning: Media Experts


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