Specsavers Goes Canadian With Fishing Themed Campaign

By Kyle O'Brien 

Specsavers has been amusing people with its campaigns in the U.K., Denmark, Australia and other countries for decades, and now the brand is debuting its 20-year tagline, “Should’ve Gone to Specsavers,” in Canada as part of an integrated multi-channel campaign.

Succeeding “That’s Specsavers Love,” the inaugural campaign that supported the brand’s Canadian launch in 2021, “Should’ve Gone to Specsavers” takes its humor a step further as it looks to change lives by providing better sight.

The new ads tell stories of vision-related mishaps in various outdoor adventures.


The hero 30-second spot features a father and son on a fishing adventure—the two of them settled on a boat in the middle of a lake among beautiful mountains. The story introduces us to a young man with a worried look on his face, asking his dad if he has seen the boat keys. “Nope,” his father responds as the spot shows him casting his fishing rod with the keys attached to it instead of a fishing lure.

Another spot finds a father and son on a fishing jetty, with the father misjudging the length of the pier.

Created by Specsavers’ in-house creative team, The Agency, the campaign includes a total of four TV spots, with various cuts following familiar characters on different parts of their outdoor adventures, in addition to out-of-home, radio, digital and transit ads all to be rolled out in spring 2023.

“With the successful establishment of Specsavers in Canada, this new generation of marketing aims to delight audiences and inspire Canadians to be as excited about eye health as we are,” said Catherine Walsh, director of marketing, Specsavers Canada in a statement. “The strength of ‘Should’ve Gone to Specsavers’ is the gentle reminder it gives Canadians of all ages to look after their eye health while also making them smile.”

Media Experts managed media planning, strategy and buys across all channels, while FleishmanHillard HighRoad provided strategic communication support including public relations and social media.

“Should’ve gone to Specsavers is a highly established campaign in different regions around the world, so it’s been a real privilege to write and create the first one for Canada,” said Lucy Weetman, copywriter, The Agency in a statement. “This peaceful day out between a father and son is flipped completely on its head, all because the father ‘Should’ve gone to Specsavers’. We’re excited to see how it’s received, and we hope it can bring a smile to people’s faces.”