One of the most well-known brand slogans in the UK – ‘Should’ve gone to Specsavers’ – is going international for the upcoming Euro 2024 football tournament.

The translation-based campaign has been created by the in-house team at Specsavers Creative to help football fans from all competing nations prepare themselves for any potentially dodgy refereeing decisions.

Tongue-in-cheek ads for the high street optician have been created in the languages of all the countries taking part in the Euro 2024 tournament, in which England has been named favourites (so far).

The campaign kicks off on 13 June with full page national newspaper press ads, showing the flags of all 24 nations taking part in the Euros, with ‘Should’ve gone to Specsavers’ translated into the language of each one.

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‘Should’ve Translations’ will “ensure that supporters of every nation will be able to scream, cry or shout the phrase in their native tongue when the inevitable dodgy refereeing decisions take place”, said Specsavers.

It will also be running OOH executions ahead of Scotland’s first game against Germany (14 June) and England’s first game against Serbia (16 June). Billboards will show the flags of the teams playing on those days alongside the translations.

Specsavers creative director Richard James commented: “When referees make dodgy decisions, English football fans are able to use our famous slogan to vent their frustration – whether shouting it at the TV or typing it on Twitter.

“But we think it’s only fair that the phrase should be available for everyone, not just England fans. So we’ve created a fun idea that will hopefully raise a few smiles during the football.

“We’re always looking for unexpected ways to use our famous tag line, and ‘Should’ve Translations’ does just that.”