How ‘Should’ve gone to Specsavers’ sealed its place in pop culture
First introduced in 2002, one of the most successful taglines in recent ad history began life as a snippet of dialogue.
Founded in 1984, Specsavers quickly gained a reputation as a brand keen on being as approachable and customer friendly as possible. By the start of the following decade, the company was ready to make a name for itself nationally.
Creative director Graham Daldry arrived at Specsavers in 1999. The brand had been trying out a few ideas, most recently a campaign featuring physicist Stephen Hawking describing the wonders of the solar system, as seen through his Specsavers glasses.
It was striking stuff, but perhaps a little worthy. Daldry was keen to lighten things up a bit.
“One of the reasons I joined Specsavers was because it was trying to be accessible to a really broad audience, which I thought was really interesting,” explains Daldry.