The latest “Should’ve Gone to Specsavers” television commercial, Workout, pits the active against the not-so-active in a myopic mistake that creates some hilarious hip-shaking, butt-wiggling, high-kicking action. The ad features a very enthusiastic but hurried and short-sighted aerobics instructor, Holly, who arrives at the local community centre to teach a high energy workout. Armed with a thumping boombox that blasts out LMFAO’s Sexy And I Know It, Holly is soon into her programme of fast-moving, calorie-busting moves.
Social and digital support included a YouTube UK live takeover on Saturday 26th October, with uploads to Specsavers’ Facebook page and Twitter account coinciding with the TV commercial’s debut. Extra content includes spoof fly-on-the-wall moments and interviews in which the characters share their reactions to what’s just happened. The campaign encourages second screen viewing by integrating with the X Factor voting app. On Monday 28th October, Workout took over the MSN UK home page for the whole day. The “Should’ve Gone to Specsavers” campaign is promoted on Twitter with the tag #SHGTS.
The Workout campaign was developed at Specsavers Creative by creative director Graham Daldry, creatives Neil Brush and Simon Bougourd, agency producer Sam Lock and marketing director Richard Holmes.
Media was handled at Manning Gottlieb OMD.
Visual effects and post production were by MPC, London.
Audio post production was done by Simon Capes at Soho Square Studios.