27 January, 2022

Cowboys Caught In Squinting Standoff In New Specsavers “Should’ve” Campaign Via AJF

By Emma Needham

Squinting cowboys dramatise the need for polarised lenses in the latest ‘Should’ve gone to Specsavers’ campaign created by AJF.

Inspired by wild west movies, the campaign calls attention to the need for, and benefit of, polarised lenses as two cowboys in a shootout struggle with glare from the sun.

To avoid a near tragic end, the cowboys ‘Should’ve gone to Specsavers’ for free polarised lenses to reduce glare, provide full UV protection and see things, like each other, more clearly.

“The ad was created to demonstrate the benefits of polarised lenses, which can reduce horizontal glare by 99.9 per cent while providing full UV protection, and promote our free polarised lenses in your second pair offer,” explained Specsavers director of marketing and contact lenses, Jane Hoban.

“With Australia and New Zealand having some of the highest levels of UV and sun glare in the world, it’s important that people protect their eyes and polarised lenses are the best way to do that.

“We felt the best way to cut through with the audience was to dramatise the benefits of polarised lenses using our trademark ‘Should’ve ‘humour in the fun setting of the wild west where glare is front and centre.

“The campaign concept was developed by AJF when they first pitched to Specsavers so it’s great to see it brought to life as part of our latest ‘Should’ve’ campaign.”

AJF chief creative officer, Joshua Stephens said, “It’s a privilege for us to be working with the Specsavers team on executing the famous ‘Should’ve’ construct in new and different ways.

“We pay huge respect to the longevity of the brand idea, and being able to introduce fresh ideas like squinting cowboys for anti-glare lenses adds a benefit based layer to the campaign we’re very proud of. It’s also a whole lot of fun!”

Launching in Australia on 26 January 2022, the campaign is running across Australia and New Zealand on TV, press, radio, digital display, social, in-store, out-of-home, in-store POS and online video.

CREDITS

Client: Specsavers

Director of Marketing and Contact Lenses ANZ: Jane Hoban
Head of Brand Creative ANZ: Carly Wickenton
Head of Marketing Planning ANZ: Shaun Briggs
Senior Marketing Manager Brand Creative ANZ: Joanne Dixon
Merchandising Manager – Product ANZ: Margarita Dimaria

Agency: AJF

Chief Creative Officer: Joshua Stephens
Creative Director: George Freckleton
Head of Broadcast & Content: Roz Ruwhiu
Chief Strategy Officer: Pieter-Paul von Weiler
Strategy Director: Jill Cummins
Strategy Planner: Andrea Nelson
Head of Account Management: Susan Bird
Senior Account Director: Sarah Dalli
Senior Account Manager: Kailah Symons

Production: Plaza

Director: Paul Middleditch
Producer: Peter Masterton
Cinematographer: Daniel Ardilley
Post Production: The Editors
Sound Production: Dylan Stephens, Risk Sound

Media: Initiative

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Ad campaigns AJF Specsavers