Specsavers has launched a new ‘broken’ OOH campaign in one of Melbourne’s busiest intersections, bringing the ‘Should’ve gone to Specsavers’ moment into an extra big moment.
Created in-house by Specsavers Creative, the execution features a series of intentionally incorrect creatives, including misaligned artwork, incomplete logos and incorrect references to days of the week, encouraging commuters to take a closer look before the familiar punchline lands.
Located at St Kilda Junction, on of Melbourne’s busiest intersections, the campaign is in front of thousands of motorists, public transport users and pedestrians every day.
The work builds on the enduring appeal of the ‘Should’ve gone to Specsavers’ platform, which has been making light of everyday mistakes caused by poor vision for almost 20 years. By bringing those moments into the daily commute, the campaign aims to capture attention in a way that feels simple, familiar and unmistakably Specsavers.
Richard James, global creative director at Specsavers, said: “When we saw the St Kilda site we knew that it represented an excellent opportunity to get our brand out in a very public space in a very Specsavers way. This is another great example of how we’re able to combine unusual media placements with playful creative to get our message out there.”
At a time when consumers are exposed to more advertising than ever, the campaign demonstrates the power of a distinctive, single-minded creative idea to capture attention. Rather than asking audiences to absorb a complex message, it rewards those who notice that something is wrong with humour.
Anri McHugh, head of marketing awareness and consideration at Specsavers, said: “The best ‘Should’ve gone to Specsavers’ ideas are the ones that people spot for themselves. Outdoor is the perfect place for that because it allows us to create a moment of discovery. You notice something looks wrong, take another look, and then the joke lands.”
“Specsavers is utilising The ‘ICON’ exactly like a brand should, a simple message, on a high-quality site, that reaches a huge amount of people every day,” Sam Noble, national product director at JCDecaux added. “Those deliberate mistakes turn heads and cause a second look, creating such a memorable moment. The multiple mistakes shown is a tribute to the dynamic nature of digital – 10/10”.
Meanwhile, Remona Salem, group director at EssenceMediacom said: “We always aim to push the boundaries of Outdoor advertising, but there is a unique joy in executing a creative concept that is entirely bespoke to its physical format. The ICON screens presented us with a brilliant canvas to play with. By leveraging the sheer scale, unique visual perspectives, and the spatial relationship between the sites, we were able to bring the iconic ‘Should’ve gone to Specsavers’ to life in a way that feels incredibly fresh, witty, and contextual. It’s not just an ad; it’s a visual joke that perfectly interacts with the environment around it”.
The campaign is live for two weeks, from 13 July to 26 July, at the JCDecaux ICON site at Melbourne’s St Kilda Junction.
