The EYE-conic tagline that’s more than just an ad
“Should’ve gone to Specsavers" is one of those rare slogans that’s managed to stay relevant and strong for over 20 years. It’s a phrase that’s become part of everyday conversation and British culture, being instantly recognisable and used everywhere, showing how powerful simple marketing can be.
From an ad campaign to a catchphrase
The campaign first launched in 2002 and the idea was simple! Its goal was to highlight funny situations where someone clearly needed an eye test.
Specsavers ads often feature exaggerated but relatable mistakes, like a vet accidentally treating a furry hat instead of a cat, or a farmer shearing his sheepdog instead of the sheep. These lighthearted scenarios would make people laugh while getting the Specsavers message across in a memorable way.
Why does it work?
The secret to the campaign’s success is its simplicity and relatability. Everyone’s had a moment where they’ve misread something, missed an obvious mistake or needed a second look at something.
Specsavers made sure to tap into this shared experience, turning it into a humorous and shareable moment.
The brand’s ads continue to evolve to stay relevant, always adapting to trends and audiences. Whether it’s a classic TV ad, a meme or a response to real life events, Specsavers keeps the phrase fresh and engaging.
My experience with opticians and Specsavers
Though I’ve never worn glasses, Specsavers’ marketing has influenced me more than I ever realised. Growing up, I spent more time at an opticians than I’d care to admit, mainly because my brother needed glasses from such a young age.
The whole experience always felt so clinical and serious and something I never looked forward to.
As I got older, I even started skipping my yearly check-ups altogether. But, as I started seeing more of Specsavers’ ads and hearing the slogan everywhere, I noticed myself trusting the brand without really thinking about it, changing my view on eyecare and now, I don’t mind my yearly visit at all!
A campaign that markets itself
"Should’ve gone to Specsavers" stands out for how effortlessly it strengthens the brand. While many marketing campaigns fade over time, this one has become a part of UK culture. The humour, relatability and everyday relevance keep it alive.
Its aim is to make people feel like going to Specsavers is the smart, reliable and easy choice for their eye care needs, all while keeping things light and fun.
By creating such a memorable phrase and tapping into the “funny” side of bad eyesight, it has perfectly captured its vision.
Here's a compilation of other EYE-conic Specsavers ads that are worth seeing!
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