By John Glenday, Reporter

April 24, 2023 | 2 min read

The optician brings its iconic creative platform over the Atlantic for the first time.

The famous ‘Should’ve Gone to Specsavers’ strapline has been transplanted from the UK market to Canada across TV, out-of-home, digital and radio ads.

The multi-channel campaign brings the 20-year-old strapline to a new continent with a distinctly Canadian flavor, bringing the familiar sight of humorous vision failures against a backdrop of nature at its finest.

Developed by The Agency, an in-house team of creatives, the campaign encompasses four TV ads showcasing a variety of outdoor antics, centered on a father and son fishing expedition which takes a turn for the worse when the father mistakenly casts the boat keys into the lake as a fishing lure.

Richard James, creative director at The Agency, said: “These spots called for sophistication in the execution by tonally and visually maintaining a level of restraint. Nothing in the filmmaking overtly alludes to comedy – we approach the comedy in an underplayed manner through authentic settings and characters, effortless performances and observed cinematic style.”

Specsavers recently resumed its ‘Should’ve...’ campaigning at home in the UK after a two-year hiatus.

Specsavers Brand Purpose Health & Wellness

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