Specsavers continues the cowboy references in latest campaign via AJF

AJF has released its latest campaign for optical retail brand Specsavers, continuing its trend of paying homage to cowboy films.

The campaign marks a continuation of the ‘Should’ve gone to Specsavers’ brand positioning.

In the 45-second spot, two cowboys squint at each other in a typical Western-style showdown. They shoot at each other, missing, before it is revealed by a woman in sunglasses that they are brothers.

Specsavers director of marketing and contact lenses Jane Hoban said: “We felt the best way to cut through with the audience was to dramatise the benefits of polarised lenses using our trademark ‘Should’ve’ humour in the fun setting of the wild west where glare is front and centre.

“The campaign concept was developed by AJF when they first pitched to Specsavers so it’s great to see it brought to life as part of our latest ‘Should’ve’ campaign.”

AJF chief creative officer Joshua Stephens added: “It’s a privilege for us to be working with the Specsavers team on executing the famous ‘Should’ve’ construct in new and different ways.

“We pay huge respect to the longevity of the brand idea, and being able to introduce fresh ideas like squinting cowboys for anti-glare lenses adds a benefit based layer to the campaign we’re very proud of. It’s also a whole lot of fun!”

The campaign launched yesterday, 26 January. It is running in Australia and New Zealand, on TV, press, radio, digital display, social, in-store, out-of-home, in-store POS and online video.

AJF was appointed as Specsavers’ creative services agency in 2020. In April last year, it released its first campaign for the optical retail chain, spoofing the ‘Dueling Banjos’ scene from the 1972 film Deliverance.


Client: Specsavers
Director of Marketing and Contact Lenses ANZ: Jane Hoban
Head of Brand Creative ANZ: Carly Wickenton
Head of Marketing Planning ANZ: Shaun Briggs
Senior Marketing Manager Brand Creative ANZ: Joanne Dixon
Merchandising Manager – Product ANZ: Margarita Dimaria
Agency: AJF
Chief Creative Officer: Joshua Stephens
Creative Director: George Freckleton
Head of Broadcast & Content: Roz Ruwhiu
Chief Strategy Officer: Pieter-Paul von Weiler
Strategy Director: Jill Cummins
Strategy Planner: Andrea Nelson
Head of Account Management: Susan Bird
Senior Account Director: Sarah Dalli
Senior Account Manager: Kailah Symons
Production: Plaza
Director: Paul Middleditch
Producer: Peter Masterton
Cinematographer: Daniel Ardilley
Post Production: The Editors
Sound Production: Dylan Stephens, Risk Sound
Media: Initiative


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