AUCKLAND, Today: Specsavers is turning up the laughs with a cheeky small format OOH campaign, running alongside comedy festivals across Australia and New Zealand.
The ads tap into Specsavers’ classic humour, blending sight and hearing jokes with the brand’s much-loved ‘Should’ve gone to Specsavers’ tagline.vDesigned for comedy fans, the campaign features playful takes on familiar gags—like “A man walks into a bar… ‘Ouch.’ Should’ve gone to Specsavers.”
Or this twist: “Why did the chicken cross the road? What chicken? Should’ve gone to Specsavers.” And for the hearing crowd: “Knock, knock. Knock, knock knock. KNOCK, KNOCK, KNOCK, KNOCK! Should’ve gone to Specsavers Audiology.”
“Simple yet effective, we are excited to bring some laughs to comedy fans outside the shows with our latest campaign,” said Anri McHugh, Head of Marketing, Awareness & Consideration.
“The OOH creative will be positioned alongside comedy act posters which brings our brand tagline to life in a fresh and playful way in a contextual environment.”
“The campaign is a funny and a gentle reminder to Aussies and Kiwis of all ages to look after their eye and hearing health while also giving them a laugh,” she added.
“Knock, knock. Knock, knock knock. KNOCK, KNOCK, KNOCK, KNOCK! Should’ve gone to Specsavers Audiology.”
Steph Barr, Head of Audiology Marketing, said, “There’s nothing less funny than having to explain a joke. This campaign is a delightfully witty and contextually relevant reminder that being able to hear clearly, helps you get the most out of every moment, including the punchline. We also couldn’t be more thrilled to extend our brand tagline to the Audiology business.”
Stephanie Gwee, Creative Director at TBWA Melbourne, added, “Writing jokes for Specsavers for national comedy festivals came with one undeniable challenge: comedians can smell fear. So, we had two choices – panic, or keep writing anyway.”
“Thankfully, Specsavers’ well-known and well-loved brand of observational everyday humour gave us the perfect starting point to work from – so we leaned into that and crossed our fingers for a few chuckles along the way.”
Stefanie Crisafi, Group Client Director at EssenceMediacom, said, “Our friends at TBWA came up with a great creative idea just two weeks before the Melbourne Comedy Festival, and we were delighted to help bring it to life in the right places with a targeted OOH campaign.”
“We’ve loved our first few months working on the Specsavers business. The successful execution of this campaign was a true test of agility and demonstrated the seamless collaboration between the agency village and the marketing team to take advantage of this culturally relevant moment and communicate the ‘Should’ve gone to Specsavers’ message.”
The campaign is now live across small format sites in Melbourne, Sydney, Brisbane and Auckland, running through April and May.
CREDITS
Creative Agency: TBWA\Melbourne
Specsavers
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