U.K.-based Specsavers adapted an ad campaign that originally aired in Britain in 2013 for Canadian audiences last week.

The spot features a shortsighted vet who misdiagnoses a cat’s health, leading to a series of comical events. The most recent ad also serves as an extension of the brand’s ongoing “Should’ve Gone to Specsavers” platform, which first appeared in Canada in 2023.

Catherine Walsh, VP of marketing and public relations for Specsavers Canada, tells strategy that the eyewear and eyecare provider believes a strong brand creative “can stand the test of time.” Since launching in the U.K. in 2002, the “Should’ve Gone to Specsavers” platform has helped build brand awareness in several markets around the world, Walsh explains.

Plus, it’s a playful reminder to take care of your eyes, whether you’re a vet, a pet owner or anyone in between, she says, adding that with an estimated 28 million pets in Canada, the ad aims to connect with pet parents and remind them about the importance of eye health in a humorous and relatable way.

“There are several reasons why we chose the ‘Vet’ [spot] for Canada,” she says. “From its popularity when it first launched in the U.K. to the great affection Canadians have for their pets. As 77% of Canadian households are pet owners, we felt confident this campaign had the potential to resonate locally.”

Since introducing the “Should’ve Gone to Specsavers” brand platform to Canadians, Specsavers’ national awareness has increased from 55% to 84%, Walsh says. The platform’s first commercial in Canada, “Fishing,” achieved recall levels of 50%, with 39% of consumers strongly agreeing the ads were enjoyable, versus an industry benchmark of 22%, she adds. “Airport,” the brand’s second spot in Canada, had a recall of 45%.

“Our primary goal for the platform in 2025 is to continue building brand awareness in Canada,” Wash says. “We didn’t need to reinvent the wheel; the smartest decision was right in front of us.”

The most recent campaign will run on both conventional and connected TV, as well as across social media platforms. It’s running as a series of 15- and 30-second spots across traditional and connected TV platforms. It’s also being leveraged on various social media platforms, including Pinterest, Facebook, Instagram and YouTube.

The initial phase is eight weeks with follow-up phases throughout 2025. Specsavers aims to leverage the ad throughout the year as part of its brand platform including a planned PR activation.

This is an adaptation of the original campaign created in-house by Specsavers Creative in 2014. Agency partners include Media Experts IPG for media buying and Golin for PR.

In a September 2024 campaign, Specsavers enlisted Canadian astronaut Chris Hadfield to explain OCT. And last January, the brand took an irreverent approach to its first integrated marketing campaign by translating British wit for Canadians as it began its expansion across the country.