Turning optometry’s most
iconic tagline into the ultimate punchline.
For years, one line has been doing all the heavy lifting for Specsavers.
Should’ve Gone to Specsavers has become more than a tagline. It’s a cultural cue.
A shorthand for ‘you missed the obvious’.
So for Comedy Festivals all over Australia, we asked:
What if the tagline was also the punchline?
We took classic joke setups -
“Knock knock”, “A man walks into a bar”, “Why did the chicken cross the road?” — and gave them a Specsavers twist.
No product shots.
No QR codes.
Just perfectly simple punchlines.
Each out-of-home poster started with a familiar setup, cleverly undercut by punchlines pointing to missed glasses or hearing aids.
Because comedy lives in timing, structure, and surprise.
This campaign didn’t just sponsor the Comedy Festivals all around Australia. It spoke the same language - playing with cultural tropes and delivering perfectly punchlines that reminded people just how this 20-year-old line still has so much more humour to give.
“Specsavers Dials Up The Gags In New OOH Targeting Comedy Festival-Goers”
B&T, Adnews
“Delightfully witty and contextually relevant …”
Campaign Brief