Cummins & Partners continues ‘Should’ve gone to Specsavers’ tagline in first work for Specsavers

Specsavers Australia has rolled out new commercials in the long-running ‘Should’ve gone to Specsavers’ campaign with the work the first from recently appointed creative agency Cummins & Partners.

The spots highlight the pitfalls of having poor eyesight in the summer, as it promotes the retailers free polarised sunglasses deal with the purchase of two frames.

Cummins & Partners co-executive creative director Jim Ingram said: “It’s an honour to contribute to such a successful global platform, we’re extremely proud of this work”.

The campaign also runs across radio, digital and in-store.

Specsavers appointed Cummins & Partners to handle its creative account following a competitive pitch in June.


  • Client: Specsavers Australia.
  • Marketing Director Australia/New Zealand: Stewart Roussel
  • Head of National Marketing: Liz Attia
  • Specsavers Creative Director: Graham Daldry
  • Creative: cummins&partners
  • Executive Creative Director: Jim Ingram
  • Executive Creative Director: Ben Couzens
  • Copywriter: Chris Ellis
  • Art Director: Aaron Lipson
  • Chief Strategic Officer: Adam Ferrier
  • Client Services Director: Ben Epstein
  • Account Director: Andrea Perkins
  • Agency Producer: Naomi Nienaber
  • Production: Plaza Films
  • Director: Nicholas Reynolds
  • Executive Producer: Peter Masterton
  • Producer: Cathy Rechichi
  • DOP: Ben Shirley
  • Editor: Peter Whitmore @ The Editors
  • Post Production & VFX: Hugh Seville @ Little Big Man
  • Animation: Steven Anderson @Finland Film
  • Colourist: Daniel Stonehouse @ Crayon
  • Music: Song Zu

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.