“The copywriter should’ve gone too Specsavers”: Specsavers launch new OOH via TBWA\Melbourne
Specsavers is back with a new OOH campaign via TBWA\Melbourne, that sees a fresh twist on its beloved sight gag.
This time the “copywriter” had a ‘Should’ve gone to Specsavers’ moment due to poor eyesight when writing the copy for the latest ad campaign.
Entitled “Typo Errorz” and appearing on large format digital sites across Australia, eagle eyed pedants will no doubt spot the “accidental” grammar and spelling mistakes.
The new campaign follows the success of last year’s national OOH transit and in centre media campaign which saw the media vendors “install” the Specsavers ads upside down on bus sides and digital in centre panels.
Says Shaun Briggs, director of marketing planning, Specsavers ANZ:“Last year the OOH campaign received lots of attention. The marketing team received calls, emails, and tags on social media from our store partners and members of the public telling them our ads had been “installed” incorrectly. Luckily, we were all in on the joke.
“Simple yet effective, we are looking forward to the reaction to the latest campaign, which brings our brand tagline to life in a fresh and irreverently playful way. It’s a gentle reminder to Aussies of all ages to look after their eye health while also making them smile. The campaign illustrates that no matter what type of work you do, good grammar and eyesight can make a big difference.”
Celebrating 15 years of ‘Should’ve gone to Specsavers’ in Australia newly appointed creative agency TBWA\Melbourne has now become part of the brand legacy with this new creative execution.
Says Ricci Meldrum, managing director, TBWA\Melbourne: “We’ve always had a huge love and respect for the famous ‘Should’ve’ brand tagline, so naturally we’re thrilled to be working with the Specsavers team on giving it a new lease on life. We’re excited to see it out in the world. It’s been a whole lot of fun.”
The campaign is live on large format sites across NSW, VIC, QLD, WA and SA.
Creative Agency: TBWA\Melbourne
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
Joanne Dixon, Senior Marketing Manager, Brand Creative ANZ
Elizabeth Hoffman, Marketing Manager, Brand Creative ANZ
25 Comments
Howboringhasbeendonetoomanytimesbefore
first draft of award school
Thats the point.
Pick something good and stick with it
If you don’t understand that concept then you’re probably pretty inexperienced, which is fine btw.
Your comment suggests that while you may be experienced, you have zero standards. This is probably the worst work I’ve seen off this platform. That’s just my opinion. Yours is yours. Which is fine BTW.
Not inexperienced.
Just don’t have experience in running weak ideas and executions. Far better versions of this around.
Lovely addition to the existing Specsavers work.
Can’t be letting B grade work go out like this during an industry-wide creative evolution.
So should the journo, looking at that headline!
Almost like that was the point…
I smell ChatGPT
Should’ve been a spectacular feck up. This is a mere flesh wound.
Why would you PR this?
was adding in that squiggly red line you get in Word. hahah! top shelf. go advertising!!!
Feels very on brand
The way people write these days, at 60km an hour, no one’s even going to notice the gramatical errors.
Poo-sauce, TBWA.
I read them as saying Specsavers is for dumb people.
A refreshingly honest strategy.
Looks good to me
Its called traffic
would have
Will find these fun. Job done.
There it is
‘Punters will love it’
Let’s face it, there’s a reason TBWA, who know their shit from their chocolate cake, didn’t put individual credits in the press release.
Well, at least these ~could~ be attributed to poor eyesight, mayyybe, as opposed to those previous upside-down ones which really ticked me off.
That’s the problem. Unlike the others in the campaign, some of which are obviously better than others, these mistakes can’t be attributed to poor eyesight unless you really bend logic.
Is the mistake from the writer, the proofreader, the printer, the client or the site?
Who should have gone to Specsavers?
Is poor grammar the result of poor eyesight?
Even a very short sighted person could read the words up close.
Worst of all they break the third wall without purpose. It’s no different to those cliched spots that call attention to the film crew in the room.
Somone should have gone to ad school.