Specsavers launches new ‘Fishing Trip’ TVC as part of ‘Should’ve gone to Specsavers’ platform


Specsavers has launched a new TV spot called ‘Fishing Trip’, which builds on its award-winning ‘Should’ve Gone To Specsavers’ campaign.


The campaign, which has captivated the brand’s audiences in major global markets for over twenty years celebrates 15 years in Australia.

Debuting yesterday on Channel Nine and Seven News, the 30-second ad features a father and son on a fishing adventure – the two of them settled on a boat in the middle of a lake among beautiful mountains. The story introduces us to a young man with a worried look on his face, asking his dad if he has seen the boat keys. “Nope,” his father responds, cluelessly, as the spot shows him casting his fishing rod with the keys attached to it instead of a fishing lure. “I could stay out here forever,” the viewer hears the father remark as the iconic tagline appears on screen.

Says Shaun Briggs, director of marketing planning ANZ: “After 15 years, we are excited to be in market with a big brand Should’ve, no trade offer just a great piece of pure brand placement which aims to delight audiences and inspire them to be as excited about eye health as we are. The strength of Should’ve Gone to Specsavers is the gentle reminder it gives Australians of all ages to look after their eye health while also making them smile.”

A globally coordinated effort, created by Specsavers’ in-house creative team, The Agency, the campaign was shot in and around Otago, NZ. The campaign will be adapted for use across Specsavers markets in New Zealand and Canada.

The newest instalment to the Should’ve Gone to Specsavers ad series will be rolled out nationally across TV, BVOD, YouTube and Cinema.

Jane Hoban, Trading Director ANZ
Shaun Briggs, Director of Marketing Planning ANZ
Goran Majstorovic, Head of Brand Creative ANZ
Anri McHugh, Head of Brand Planning & PR ANZ
Joanne Dixon, Senior Marketing Manager, Brand Creative ANZ
Zorana Dodos, Marketing Manager, Brand Creative ANZ

Creative Agency: The Agency, Specsavers

Production Company: Scoundrel
Director: Tim Bullock
Executive Producers: Adrian Shapiro & Kate Gooden
Producer: Tony Whyman
DOP: Jeremy Rouse
Edit: Adam Wills
VFX/Post Production: Fin Design & Effects
Sound: Rumble
Music: MADBS Composing Palace

Media Agency: Initiative