By Amy Houston, Senior Reporter

August 5, 2022 | 2 min read

Specsavers has released the latest iteration of its ‘Should’ve’ campaign in the hopes of making people aware of its home visits service.

Directed by Ric Cantor, ‘I Don’t Go...’ is a playful twist on the original ad and sees a variety of people professing that they don’t go to Specsavers – they instead make use of its home visit option.

“Our home visits service provides vital eyecare for those people that cannot get to a Specsavers store and we are delighted to see it being celebrated in a campaign of this magnitude,” said Laura Cooney, marketing lead, home visits at Specsavers.

“Our aim is to always empower our customers through our marketing and ‘I Don’t Go...’ absolutely does this. The campaign is powerful and emotive and, most importantly, the customers are in on the joke!”

It’s the first brand advert to feature this service and will play out across TV, print, out-of-home (OOH), radio, cinema and digital display throughout the UK and Northern Ireland.

Chris Carter, marketing and e-commerce director at Specsavers, added: “Nothing reflects the purpose of Specsavers better than our home visit service. We were founded back in 1984 with the vision of making eye and hearing care more accessible to all, and this service has been our best-kept secret for far too long. Our in-house agency has done a fantastic job in using our distinctive tone of voice to tell this story, and I’m delighted we’re now communicating this service nationwide so that many more people can benefit from this essential service in their homes.”

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