Specsavers launches new ‘Should’ve Gone to Specsavers’ campaign via Cummins&Partners

The newest instalment to the Should’ve Gone to Specsavers ad series, ‘Cubby House’ includes an actual eye exam that viewers can take part in from the comfort of their couch. Debuting yesterday on One News, Specsavers is known to deliver wit and irreverence through its humorous advertising and the latest TVC is no exception.

The campaign rolls out across TV, online, social media and in over 50 stores across New Zealand.

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Created in conjunction with Cummins&Partners and containing over 15 deliberate mistakes, Specsavers is calling on the public to test their sight and tell the eye care provider exactly how many errors they can detect, for a chance to take home their share of $15,000.

Directed by Tim Bullock, who brought us the much-loved Should’ve Gone to Specsavers ads ‘Vet’ and ‘Bingo’, ‘Cubby House’ tells a story that any seasoned home renovator or lover of The Block can empathise with.

In a true ‘Should’ve’ moment, the advertisement features a DIY dad on a mission to renovate the family’s old cubby house and turn it into a magic princess dream castle for his daughters, only to discover he has decorated Lenny the dog’s backyard kennel instead.

Says Sarah McInnes, marketing director, Specsavers: “The ad has been created to highlight the importance of sharp vision and if you can’t spot any mistakes, it’s time to visit your local Specsavers for an eye exam.

“We found an innovative way to take the strength of our Should’ve Gone to Specsavers platform to a new level by creating an interactive, fun and engaging experience for young and old.

“Everyday mistakes that may come about if you need to get your eyes checked are showcased in a light-hearted way to encourage Kiwis to take better care of their eye health and book in for regular eye exams.”

Cummins&Partners creative director, Chris Ellis says this could be the world’s very first eye exam in an advertisement.

Says Ellis: “With cash rewards for those with eagle eyes, it’s the first ad people will want to watch on repeat. Even our editor didn’t quite spot all the mistakes after being glued to the screen for several days. Suffice to say, he has since gone to Specsavers.

Says McInnes: “Whether you’re planning a home or backyard renovation, or you realise from watching our new ad that you in fact do need of a new pair of specs, these extra funds will come in handy for a lot of Kiwis.”

To view the new Should’ve Gone to Specsavers ad and for your chance at the cash, simply visit https://www.specsavers.co.nz/cubby-house. Three winners each week will take home $1,000 over five weeks.

Client: Specsavers ANZ

Engineer: Dylan Stephens