Specsavers "Jason Shutter, celebrity photographer" by Specsavers Creative

Specsavers introduces Jason Shutter, a hapless and myopic paparazzi photographer, in a shift of its "Should've" campaign.

The ads, which launched online and as posters first and will be followed by a TV debut on 4 February, follow Shutter’s calamitous career as he goes to great lengths to photograph mistaken celebrities, who are actually unsuspecting members of the public. The initial instalment was filmed around east London by Specsavers’ in-house creative team. The campaign moves from one-off "Should’ve" scenarios to a focus on building a single character’s story.