AUCKLAND, Today: Specsavers is putting a new spin on its classic sight gag, this time highlighting EssenceMediacom’s ‘media buyer’ who had a Should’ve gone to Specsavers moment when booking an awkwardly placed billboard.
Located on Ponsonby Road, one of Auckland’s busiest streets, the ad is only partially visible to passers-by due to a neighbouring building that was constructed a few years ago.
The billboard space has been around for over a decade, but the new structure next door has turned it into an industry joke, adding an unintended layer of humour to the campaign.
“While the numbers of potential foot traffic may have looked good on paper, the ‘media buyer’ obviously didn’t see just how much of the ad they’d actually be viewing,” joked Anri McHugh, Head of Marketing – Awareness & Consideration, Specsavers ANZ.
This campaign follows a series of Specsavers OOH ads featuring playful misplacements, like upside-down installations on buses and digital panels, all reinforcing the brand’s well-loved tagline.
“The campaign illustrates that no matter what type of work you do, attention to detail and eyesight can make a big difference.” – Anri McHugh
“This latest campaign continues our approach to simple yet effective creative, bringing to life our brand tagline in a fun and humorous way. It’s a gentle reminder to Kiwis 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, attention to detail and eyesight can make a big difference,” added McHugh.
Chloe Leuschke, Managing Partner at Mango Communications Aotearoa, shared her excitement about bringing the ‘Should’ve’ concept to New Zealand.
“After seeing all the great global creative work for the famous ‘Should’ve’ brand tagline, it’s exciting to bring the concept to Aotearoa. We knew this billboard would be perfect for the concept and are excited to see it come to life.”
The billboard, partially visible from the road but fully readable on foot, will be up at 132 Ponsonby Road until the end of June 2025.
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