Specsavers supports up-and-coming talent to launch new ‘Should’ve gone to Specsavers’ campaign ‘Auction Day’ via Sunday Gravy
Specsavers has partnered with Flickerfest to bring a new spin on its award-winning campaign to cinemas in Australia. Premiering on the big screen at the opening night of the 33rd Flickerfest 2024 Short Film Festival in Bondi, Specsavers’ newest ‘Should’ve Gone to Specsavers’ moment takes the perceived absurdity of a suburban house auction to the big screen.
The new 30-second ad was created as part of Specsavers’ partnership with Flickerfest short film festival, which involved a national competition to uncover and support an up-and-coming filmmaker to create their very own ‘Should’ve gone to Specsavers’ ad. Jesse Vogelaar, a Melbourne-based creative and award-winning comedy short filmmaker was chosen as the winner from 135 applicants.
Vogelaar was supported by the Specsavers marketing team and creative agency Sunday Gravy to shoot the ad in Melbourne, Australia.
Set at a real estate auction in Australian suburbia, the story features a passionate auctioneer auctioning off a house to a crowd of prospective buyers. Building up to a winning bid, the auctioneer points to the back of the crowd and exclaims “1.4 million to the man up the back!”. As he congratulates the winning bidder, the crowd turns to look at the new house owner and instead see a van parked on the street featuring a cartoon plumber waving. As a tradesman closes the door of the van and drives away, the auctioneer continues to wave him inside the property as the iconic tagline appears on the screen.
Says Shaun Briggs, director of marketing planning ANZ, Specsavers: “For over 15 years, we’ve seen audiences continue to love our ‘Should’ve Gone to Specsavers’ ads. We were so excited to give Jesse the platform to put his own creative spin on a beloved campaign. We are delighted with the final product and excited to see the ad come to life on the big screen at Flickerfest. The Should’ve messaging continues to inspire audiences to be as excited about eye health as we are, and Jesse’s concept showcases this in a fresh new way.”
Says Vogelaar: “The famous ‘Should’ve gone to Specsavers’ line was a great framework for coming up with my own concept and the folks at Specsavers were really supportive in bringing it to life.
“As someone who’s shortsighted, there’s been a few times that I’ve run into a case of mistaken identity – so it was a lot of fun to write this idea and set it within the theatre of an auction. I hope audiences get a laugh out of it like the other “Should’ve” ads that have come before it.”
The newest instalment to the Should’ve Gone to Specsavers ad series will play from the 19th to the 28th January at the Flickerfest festival before appearing in 45 other venues around the country as part of the Flickerfest national tour from Feb-Oct 2024. It will also be rolled out nationally across BVOD, SVOD, YouTube and cinema.
Director: Jesse Vogelaar
Producer: Cinnamon Darvall
Production Company: Guilty
Creative Agency: Sunday Gravy
Media Agency: Initiative
Specsavers
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
Emma Kershaw, Brand Marketing Communications Manager, Planning and PR ANZ
Joanne Dixon, Senior Marketing Manager, Brand Creative ANZ
Hannah Parkes, Marketing Executive, Brand Creative ANZ
19 Comments
Genuinely funny, and a bar above the usual.
Quick question though, what happened to TBWA? That was fast?
Should’ve got ya specs and read the article. This was made as a prize at Flickerfest. Not work from an agency per-se.
Very funny, love it.
Fun. Clever. Applause indeed.
Congrats Jesse and Sunday Gravy! High calibre, funny work no doubt delivered on the smell of an oily rag.
Is that the first time ever an agency has won an account and lost an account without doing a single thing on the actual account? A potential world first there from TBWA
This client only just put agencies through a competitive pitch late last year and announced the winner as TBWA. Now they’re with another agency already?? Good client…
good lols, when did roy kent take up plumbing?
Took up plumbing when separated from Keeley. Can’t spend all my time coaching Jamie, can I?
I love it! Simple & funny. I feel like this is something Specsavers should do often – open up their iconic brand platform to up & coming directors.
…what happened between now and September that means TBWA are out of the picture?
Best Specsavers work in years. Nice work all.
You know how sometimes clients work with multiple agencies?
All these comments from people who didn’t read the article properly are just perfect. Oh the irony.
Buying a house for $1.4m! Should’ve moved to Melbourne.
Gonna be hard for TBWA now that the client has had a great piece of work made for peanuts.
These must be a joy to work on. Well done Sunday Gravy & Specsavers.
first good Australian Specsavers ad in recent memory cheers to a process that got this tricky client out of their own way IYKYK
Good to see Specsavers supporting young and upcoming talent. Not bad for a student.