Channel 4

Should've Gone to Specsavers

20 years since it first appeared, Specsavers unveiled a new ‘Should’ve Gone to Specsavers’ campaign. One of advertising’s most enduring, effective, and popular lines ‘Should’ve Gone to Specsavers’ has firmly established itself in British culture over the past two decades. It regularly crops up in everyday conversation, in the media and even in Parliament, while the brand continues to deftly leverage it on social media, keeping it part of the national conversation with its trademark warmth and wit.

The Big Idea

As Specsavers continues to evolve in line with its purpose, so too must its most famous campaign. To coincide with the launch of their latest TV spot, Specsavers and MGOMD approached a range of media owners to develop unique extensions of the core TV campaign that would draw maximum attention.



Making it Happen

In a media first, Channel 4 and ITV will be having their own ‘Should’ve Gone to Specsavers’ moments as their continuity announcers get their scripts mixed up, introducing some of the biggest shows on television, but for the wrong channel.  Mix ups will occur throughout launch weekend across multiple programmes including Coronation Street, This Morning, Hollyoaks and First Dates. 

This is the first time 4Sales and ITV Media have worked together in this way with an advertiser.