Specsavers drops 'should've gone' strapline in koala ad

Specsavers has dropped its "Should've gone to Specsavers" strapline in its latest ad for contact lenses, which features a koala bear.

The ad created in-house by Specsavers Creative, starts with a woman sitting under a tree reading a newspaper ad for its contact lens offer. The koala falls out of a tree, then approaches the astonished woman and takes the paper from her to read the ad.

The spot launched nationally last night (7 August) as part of a media campaign handled by MEC. It was directed by Henry Littlechild and produced by Outside, with visual effects from Framestore.

The creative director was Graham Daldry. Richard James was the copywriter for the ad and art direction was by Mark de la Rue and Michael Hutchinson.

Daldry said: "The ad is an engaging way of saying that Specsavers has low contact lens prices.

"The koala has been executed with such charm and brilliance by the CG geniuses at Framestore, and directed with such panache by Henry Littlechild, that I am confident it will be liked and remembered. 

"Rather than overtly stated, our familiar 'Should've gone to' catchphrase is implied – it would have been heavy handed to use it in this context."