‘Shoold’ve gone to Specsavers’: Spot the typos in new OOH campaign

The iconic ‘Should’ve Gone to Specsavers’ tagline has returned with a fresh twist, in a new out-of-home (OOH) campaign, via recently appointed creative agency TBWA\Melbourne.

Titled ‘Typo Errorz’ and appearing on large format digital sites across Australia, consumers will no doubt notice the ‘accidental’ grammar and spelling mistakes from a copywriter who ‘Should’ve Gone to Specsavers’.

The OOH campaign comes after last year’s iteration, where media vendors ‘installed’ the Specsavers OOH ads upside down.

Shaun Briggs, director of marketing planning at Specsavers ANZ, said: “Last year the OOH campaign received lots of attention. The marketing team received calls, emails, and tags on social media from our store partners and members of the public telling them our ads had been ‘installed’ incorrectly. Luckily, we were all in on the joke.

“Simple yet effective, we are looking forward to the reaction to the latest campaign, which brings our brand tagline to life in a fresh and irreverently playful way,” Briggs continued.

“It’s a gentle reminder to Aussies of all ages to look after their eye health while also making them smile. The campaign illustrates that no matter what type of work you do, good grammar and eyesight can make a big difference.”

TBWA was appointed as Specsavers’ creative partner in August, and this campaign marks its first execution for the brand.

TBWA\Melbourne’s managing director, Ricci Meldrum, added: “We’ve always had a huge love and respect for the famous ‘Should’ve’ brand tagline, so naturally we’re thrilled to be working with the Specsavers team on giving it a new lease on life.

“We’re excited to see it out in the world. It’s been a whole lot of fun.”

The campaign is live across NSW, Vic, Qld, WA and SA.


Creative Agency: TBWA\Melbourne

Media Agency: Initiative

Jane Hoban, trading director ANZ
Shaun Briggs, director of marketing planning ANZ
Goran Majstorovic, head of brand creative ANZ
Anri McHugh, head of brand planning & PR ANZ
Joanne Dixon, senior marketing manager, brand creative ANZ
Elizabeth Hoffman, marketing manager, brand creative ANZ


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