High street optician Specsavers has partnered with Cineworld to bring its iconic ‘Should’ve’ advertising humour to cinema screens across the UK.

The first-of-its-kind collaboration will see Specsavers become the first advertiser to stage a takeover of non-standard media placements, disrupting the cinema environment as it does so.

Brokered by Manning Gottlieb OMD and Digital Cinema Media (DCM), the campaign sees the retailer hijack Cineworld’s ‘turn your phones off’ messaging while also taking over the DCM opening and closing idents.

Re-imagined with Specsavers’ traditional humorous spin, the spots include subverting the famous ‘turn your phones off’ message which is misread as turn ‘on’; upside-down projections on the big screen; and silhouettes cast on the screen by a short-sighted cleaner and decorator who have inadvertently ended up in the wrong place at the wrong time, disrupting the trailers as they go about their work.

‘’We loved the idea of a first of its kind partnership opportunity to take Specsavers to the cinema, and what better way to start a movie than with a good laugh at a great should’ve moment,” said the retailer’s marketing services director, Victoria Clarke.

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“This activation is part of our ongoing Should’ve Gone to… campaign, running alongside a broader suite of creative media, which includes TV, radio, OOH, press and digital.”

DCM Studios creative director, Jeremy Kolesar added: “We’re thrilled to have worked with Specsavers on this unique campaign.

“Taking over different touchpoints across the preshow will deliver impact and drive engagement with Specsavers’ target audience, to maximise their wider campaign, while adding some laughter and joy to the whole cinema experience.”