Specsavers / Bingo
MY ROLE / CONCEPT / ART DIRECTION / SOCIAL MEDIA DIRECTOR / UX + UI
The brief was to extend Specsavers’ iconic “Should’ve gone to Specsavers” campaign beyond TV, building a richer story across digital and social channels. With audiences consuming content in increasingly fragmented ways, the humour and charm of the brand needed to live beyond its traditional TV spot.
Specsavers - Bingo - TV ad
The Bingo ad’s characters were developed further, imagining what happened after the original “Should’ve” moment. A fly-on-the-wall, documentary-style approach gave audiences a sense of being part of the story, encouraging them to wonder how others reacted and what might have happened next.
This approach pushed brand awareness into new channels while keeping the warmth, wit and tone of the original ads. It turned a single ad into an ongoing conversation, driving engagement and keeping the Specsavers story front of mind.
When the cameras stop rolling, what happens next
A fly-on-the-wall documentary with a difference
The story continued beyond the TV ad, giving audiences a behind-the-scenes glimpse at what happened immediately after the famous dance moment. Using the popular X-Factor app, the campaign created a true second-screen experience: as the ad aired for the first time, viewers could watch the characters’ reactions in real time.
This innovative approach turned the ad into a cultural talking point and successfully extended the brand story into interactive digital channels. The campaign drove measurable results, with Specsavers’ share of voice increasing and appointment bookings rising by 20% through app engagement.
