I was responsible for creating ‘Should’ve gone to Specsavers’, the UK’s longest running advertising campaign. I wrote the original line and masterminded its execution in all forms from its inception in 2002 until my departure from Specsavers in March 2020. I was responsible for the development of this campaign across all media. Over 100 Should’ve TV ads, social media ads, print ads and programme idents were made under my creative direction, and I had a direct hand in writing and producing them all. I also directed a number of ads including ‘Little Click’ and ‘Arctic’. Here are links to my personal top 10 ads. Well OK, 11.