An eye-test within an ad – New Specsavers ad has more than 15 deliberate mistakes

Specsavers has released the latest TVC in its ongoing ‘Should’ve Gone to Specsavers’ masterbrand campaign, encouraging viewers to test their eyesight by picking out deliberate mistakes.

Specsavers’ newest TVC ‘Cubbyhouse’ aired for the first time yesterday, containing over 15 deliberate mistakes for viewers to pick out in an eye-test within an advert. Observant viewers can then submit their guesses to enter Specsavers’ weekly $1000 lottery.

Specsavers’ marketing director, Sarah McInnes says, “We found an innovative way to take the strength of our ‘Should’ve Gone to Specsavers’ platform to a new level by creating an interactive, fun and engaging experience for young and old.

“The ad has been created to highlight the importance of sharp vision and if you can’t spot any mistakes, it’s time to visit your local Specsavers for an eye test.”

The 30 second spot – produced with Cummins and Partners – features a man renovating his daughters’ cubbyhouse, only to realise upon proud presentation that he had in fact renovated the family dog’s kennel.

Cummins and Partners creative director, Chris Ellis says, “With cash rewards for those with eagle eyes, it’s the first ad people will want to watch on repeat.

“Even our editor didn’t quite spot all the mistakes after being glued to the screen for several days. Suffice to say, he has since gone to Specsavers.”

Specsavers has kept director Tim Bullock on for this spot, responsible for ‘Should’ve Gone to Specsavers’ ads of the past such as ‘Vet’ and ‘Bingo’.

“Whether you’re planning a home or backyard renovation, or you realise from watching our new ad that you in fact do need of a new pair of specs, these extra funds will come in handy for a lot of Australians,” McInnes concludes.

The new TVC will run over television, owned digital and in stores across Australia and New Zealand. The competition will run over the next five weeks, with three $1000 prizes each week.

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Josh Loh
BY Josh Loh ON 9 May 2018
Josh Loh is a newswriter and editorial assistant at MarketingMag.com.au