Optical retailer Specsavers has recreated a road accident as part of an experiential out-of-home stunt that sees a branded van stuck on a rising bollard, right next to a sign warning about the danger.

Forming part of the brand’s famous ‘Should’ve Gone to Specsavers’ campaign, the stunt was devised by out-of-home agency Grand Visual and unveiled in the heart of Edinburgh city centre earlier this week.

Promoting the brand’s optical services, the stunt plays on the well-established 22-year campaign that highlights scenarios that probably wouldn’t have happened if people were wearing the right glasses or contact lens subscription.

Subscribe to Marketing Beat for free

Sign up here to get the latest campaign news sent straight to your inbox each morning

In this case, a van has been parked on top of an automatic rising bollard (which has since risen), despite there being a clear warning sign next to the vehicle reading: “Caution. Automatic bollards in operation. No parking.”

Developed by Specsavers’ own internal agency, the long-running campaign recently branched out into hearing loss to promote the firm’s audiology services.

The blockbuster ad, featuring 80s popstar Rick Astley, pokes at how people have misheard and incorrectly sung the lyrics his 1987 global hit ‘Never Gonna Give You Up’.