Specsavers has highlighted the importance of getting blurred vision checked out in its new out-of-home campaign, which works within the brand’s ‘Should’ve’ creative platform .

Alongside the out-of-home execution, the eyecare specialist is rerunning its ‘Airport’ TV spot, directed by Declan Lowney (Ted Lasso and Father Ted).

The campaign, devised by Specsavers’ in-house agency Specsavers Creative, cost £3.5 million in total and will run across TV, cinema, radio, YouTube, print, social media channels, and out-of-home, from 16 December to 10 February.

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The out-of-home billboards feature a blurred Specsavers logo to hammer in the point that if people can’t see they “should’ve gone to Specsavers” and has been designed to work in short dwell sites.

Specsavers global creative director Richard James said: “Specsavers is fortunate to have one of the most recognisable logos in the UK and Should’ve Gone to Specsavers is of course part of the vernacular. Even so, blurring them both and putting that into above the line media is a bold move. However, we previously researched this work globally and we found that playing with our logo and tagline made people feel respected and in on the joke.”