Specsavers creates in-ad eye test for viewers with ‘Cubby House’ campaign

Specsavers has launched its latest ‘Should’ve gone to Specsavers’ ad which includes an eye test for viewers to complete while watching the ad.

Created by Cummins&Partners, and directed by Tim Bullock, the 30 second ad shows a father creating a “fairy princess” cubby house for his daughters with 15 deliberate mistakes included in the ad for viewers to find.

During the ad, the father accidentally renovates the family’s dog house instead of the children’s cubby house.

Sarah McInnes, marketing director at Specsavers, said in a statement: “The ad has been created to highlight the importance of sharp vision and if you can’t spot any mistakes, it’s time to visit your local Specsavers for an eye test.

“We found an innovative way to take the strength of our Should’ve Gone to Specsavers platform to a new level by creating an interactive, fun and engaging experience for young and old.

“Everyday mistakes that may come about if you need to get your eyes checked are showcased in a light-hearted way to encourage Australians to take better care of their eye health and book in for regular eye tests.”

Chris Ellis, creative director at Cummins&Partners, added: “With cash rewards for those with eagle eyes, it’s the first ad people will want to watch on repeat. Even our editor didn’t quite spot all the mistakes after being glued to the screen for several days. Suffice to say, he has since gone to Specsavers.”

The campaign is set to run across TV, social media and online platforms across both Australia and New Zealand.



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.