Trebali Ste Otici u Specsavers

Adrian J Cotterill, Editor-in-Chief

We see the launch of Specsavers’ Euros activity, ‘Should’ve Translations’, which helps fans of all nations prepare for the tournament by translating its famous slogan ‘Should’ve gone to Specsavers’ into the languages of all the countries taking part.

The tongue-in-cheek ads 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.

Richard James, Creative Director, Specsavers Creative, comments: “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.”

‘Should’ve Translations’ kicked off on June 13th with full page national newspaper press ads. The cheeky executions show the flags of all 24 nations taking part in the Euros, with “Should’ve gone to Specsavers” translated into the language of each one. Alongside this, there were outdoor executions ahead of Scotland’s first game against Germany (14th June) and will be for England’s first game against Serbia (16th June) where the flags of the teams playing on those days will be side by side with the translations.



Marketing Services Director: Victoria Clarke

Head of Connections Planning, Media and Insights: Ian Maybank

Head of Marketing Communications: Rebecca Holmes

Senior Marketing Manager: Simone Roberts

Marketing Media Strategist: Heidi Ellis

Specsavers Creative

Managing Director: Nicola Wardell

Creative Director: Richard James

Creatives: Bertie Rapkin, Jon Morgan, Hugh Todd
Head of Design: Sid Tomkins

Designer: Sara Pike

Head of Creative Business Partnering: Agi Varanyi

Lead Creative Business Partner: Felicity Pelly

Creative Business Partner: Katie Digweed

Creative Strategist: Polly Evelegh

Producers: Clair Carter, Danny Bush

Manning Gottlieb OMD

Executive Director: Matt Mint

Business Director: Katherine French

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