Over 20 odd years, Specsavers’ Should’ve campaign has seen many iterations, from misplaced billboards to an abandoned Specsavers van stranded on a bollard. The brand has now expanded the campaign to cinema screens, imagining all the mishaps that could happen if Cineworld Cinemas staff didn’t get their eyesight checked at Specsavers.

As the audience takes to their seats, one iteration sees the familiar ‘turn off your phones’ message take an expected turn when the voiceover mistakenly misreads the script because the text is too small.

Running for six months, the cinema stunts manipulated Digital Cinema Media’s opening and closing idents. Meanwhile, poor sighted cleaners and painter-decorators block two pre-show trailers.

“We loved the idea of a first-of-its-kind partnership opportunity to take Specsavers to the cinema, and what better way to start a movie than with a good laugh at a great should’ve moment,” says Specsavers’ marketing services director Victoria Clarke. 

“This activation is part of our ongoing Should’ve Gone to Specsavers campaign, which runs alongside a broader suite of creative media, including TV, radio, OOH, press and digital.”