Aussies engineer Specsavers ad break

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Following the recent launch of its latest campaign, The Priceless Eyes Project, Specsavers will be taking over a full advertising break during prime time viewing tonight (Wednesday 19 September).

This is according to Specsavers’ Aussie agency, Cummins. Yes, this big NZ advertiser makes all key advertising decisions offshore.

Astonishingly, Specsavers has no NZ-based creative agency. They do, however, employ the services of NZ media agency Mediacom, and NZ PR company Mango (a division of DDB NZ). The release informing us of this came via Mango.

Mango supplied the full Aussie credits list (scroll down) but no credits for themselves or Mediacom NZ.

The full Priceless Eyes film will air during the first MasterChef advertising break just after 7.30pm on TV1. The movie will be the first four-minute break run by TVNZ since 2015 and will focus entirely on the full-length Specsavers film.

“Yes, this big New Zealand advertiser makes all key advertising decisions in Melbourne.”

“The eye health awareness campaign sees Specsavers masquerade as Vesper-Sacs medical research company and pose this question to members of the public: how much would you sell your eyes for?” says the release.

“People were unanimous – they wouldn’t give up their sight for any amount, proving the point that our eyes are priceless.”

Specsavers marketing director Sarah McInnes (who’s based in Melbourne) said: “We believe that nobody should suffer from avoidable vision loss or blindness, so we have designed this film to show Kiwis the importance of preventative eye care to protect their sight.”

Auckland-based TVNZ associate commercial director Jodi O’Donnell said: “At TVNZ, we know the power of emotionally engaging storytelling, so to have one of our advertising partners investing, creating and sharing a four-minute commercial with our viewers is extremely compelling.”

The Priceless Eyes Project launched in New Zealand 10 days ago across TV, online, social media and print.


Client: Specsavers
Marketing Director ANZ: Sarah McInnes
Optometry Director ANZ: Peter Larsen
Head of Optometry ANZ: Ben Ashby
Marketing Manager: Nick Oswald
Senior Campaign Manager: Lisa Otterburn
Head of Public Relations ANZ: Cathy Rennie Matos

Agency: Cummins & Partners
Creative Director: Chris Ellis
Creative Director/Art Director: Heath Collins
Senior Copywriter: Liam Jenkins
Executive Producer: Karley Cameron
Group Account Director: Marnie McKenzie
Strategy Director: Melissa Warren
Account Manager: Dominique Grainger
Project Manager: Karina Baird
Chief Creative Officer: Sean Cummins
CEO: Chris Jeffares
Production: Airbag
Director: Aaron Wilson
Producer: Selin Yaman
DOP: Ed Goldner
Production Designer: Jackson Dickie
Editors: Cindy Clarkson, Meng Han
Managing Partner: Adrian Bosich
Executive Producer: Martin Box
Sound: Nylon
Engineer: Paul Le Couteur
Producer: Ceri Davies

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