Multiple's new ad promotes appointment system

Specsavers’ latest ‘Should have gone to…’ advert, which aired for the first time on Saturday (7 January), aims to raise public awareness of its new online sight test-booking system.

Shown during the first episode of The Voice on ITV, the advert was filmed on location in Provence and is set in a French chateaux. It depicts a visually impaired repairman being sent to the cellar to drain a suspect boiler, with disastrous consequences.

The advert was devised by the multiple’s in-house creative agency and director Daniel Kleinman, who produced Specsavers’ 2012 Angry chef commercial that featured celebrity chef, Gordon Ramsay.

Supported by a multi-platform digital campaign, the 60-, 40- and 30-second edits of the advert will be shown across national television channels and in the cinema.

Speaking about the new advert, Specsavers’ creative director, Graham Daldry, said: “Because last January’s blockbuster, Fawlty Car, was Adwatch’s second best-liked TV commercial of 2016, it will be a tough act to follow. However, with Daniel Kleinman on board, we’re confident our new advert, Boiler, will keep up the momentum of the ‘Should’ve’ strapline.”