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Specsavers celebrates 20 years with prominent OOH advertising


Specsavers celebrates 20 years with prominent OOH advertising


Global optometrist and eyewear chain Specsavers has celebrated 20 years of its famous “should’ve gone to Specsavers” slogan with a clever out of home campaign. 

The British company has often turned to powerful and simple campaigns to create buzz. From buses wrapped with decals that suggest the driver hit a post, to eye exam posters as large as the side of a building. This campaign, named “should’ve 2.0” includes a mix of OOH with a 30-second TV spot, as well as radio, digital, social and even in-game executions.

Specsavers has made its first appearance within gaming. Partnering with Anzu, the campaign will have billboards within immersive environments. A first of its kind.

The 30-second TV spot shows the mishaps of not wearing the right glasses. It was directed by Ric Cantor, a comedy writer whose credits include ads for McDonalds and Pepsi as well as a writer on Da Ali G Show. 

The billboards went up on 4 March, and have already been making waves online. Untraditional use of traditional advertising mediums can be some of the most impactful campaigns. Specsavers has successfully got the internet talking.

Liv Croagh

Liv Croagh was the Managing Editor of Marketing Mag from September 2021 to September 2023.

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