Australia-made Specsavers ad exported to Ireland

Discount eyewear retailer Specsavers is exporting an Australia-made ad to Ireland.

The spot, created by Smart Melbourne, features a woman who mistakes an engagement ring for a pebble because of her poor eye sight, and skims it across the water.

The ad ends with the line ‘Should’ve gone to Specsavers’, which was introduced to Australia and New Zealand by Smart in April this year.

The ad, which will run on Irish channels RTE and TV3, marks the first time Specsavers has used a Australian-made TV execution of its global ‘Should’ve gone to Specsavers’ campaign in another market other than New Zealand.

‘Big Rock’ was shot in Narrow Neck Beach in New Zealand.

Annie Price, creative director at Smart Melbourne, said: “In my opinion, the Irish have the best senses of humour in the world, so if we’ve tickled them with this ad, we’ve done pretty well. The humour in these commercials crosses international boundaries and we’re proud that one of our relatively new spots has already been picked up by the global Specsavers network.”

Graham Daldry, Specsavers’ global creative director, added: “This ad is a good example of how we can target the ‘Should’ve gone to Specsavers’ message to a specific market. In this case the brief was to promote the half price test offer. The ad is quick and to the point, and tells the story simply and with charm.”


Client: Specsavers
Agency: Smart Melbourne
Creative: Annie Price – Creative Director, Annie Price – writer
Agency producer: Mark Bradley
Account service: Aimee Tarulli – Account Director,  Sarah Horder – Senior Account Manager
Director:  Steve Saussey
Producer: Sacha Hodgson
Production: Film Construction
Post: Digital Pictures
Music: Al Harding


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