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Specsavers “I Don't Go” 2022

Specsavers “I Don't Go” (2022) is a Specsavers commercial directed by Ric Cantor for Specsavers Creative, produced by Friend. It won one award: IPA Effectiveness 2024 Gold.

Elderly people explain why they don't go to Specsavers, only to reveal that Specsavers comes to them, highlighting their home visit service.

Video: Ric Cantor on Vimeo

Shot by shot

  1. A ceramic owl figurine sits on a windowsill next to a framed photo of two people, with a leaded glass window in the background.© Specsavers0:00
  2. An elderly woman with glasses and a teal sweater sits at a table, writing on paper while looking at a laptop in a sunlit kitchen.© Specsavers0:01
  3. An elderly man with a white beard and glasses sits in a blue armchair, smiling and looking off-camera in an interior setting.© Specsavers0:04
  4. A person with dark skin and a pink sweater is seen from a medium closeup, assembling a gold jigsaw puzzle on a wooden table in an interior setting.© Specsavers0:05
  5. An older man with grey hair and glasses, wearing a green cardigan and tie, sits in a living room, looking thoughtful.© Specsavers0:07
  6. A close-up shot of an older person's hand, wearing a wedding ring, resting on a brown armchair in a softly lit interior.© Specsavers0:08
  7. An older man with grey hair and glasses, wearing a green cardigan, sits in a living room and speaks, looking slightly off-camera.© Specsavers0:11
  8. A blonde woman in her 40s, wearing a red sweater and glasses, sits at a table in a kitchen, holding a blue mug and talking.© Specsavers0:14
  9. A woman in a black suit walks away from a Specsavers branded car, carrying a black bag, seen through a window on a rainy day.© Specsavers0:17
  10. A blonde woman in a wheelchair, wearing glasses and a red sweater, smiles as she greets someone at the door of her home.© Specsavers0:21
  11. An elderly woman sits at a kitchen table while a younger woman helps her try on a pair of glasses, both smiling.© Specsavers0:23
  12. A man in glasses holds a mirror while a woman smiles at him on a sofa in a sunlit living room.© Specsavers0:26

Stills © Specsavers. Made by Specsavers Creative, Friend and Ric Cantor.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

People who can't go to Specsavers get home visits.

Tagline: “Let's get started.”

misdirectionrevealslice of lifeelderly wisdomproblem-solution

The cut

Length
31 s
Shots
21
Average shot
1.5 s

What creatives use Specsavers “I Don't Go” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Specsavers “I Don't Go”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A ceramic owl figurine sits on a windowsill next to a framed photo of two people, with a leaded glass window in the background.© SpecsaversAn elderly woman with glasses and a teal sweater sits at a table, writing on paper while looking at a laptop in a sunlit kitchen.© SpecsaversAn elderly man with a white beard and glasses sits in a blue armchair, smiling and looking off-camera in an interior setting.© SpecsaversA person with dark skin and a pink sweater is seen from a medium closeup, assembling a gold jigsaw puzzle on a wooden table in an interior setting.© Specsavers
    Frames from Specsavers “I Don't Go”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Specsavers “I Don't Go” in order, with its length, framing and what happens in it.

    A ceramic owl figurine sits on a windowsill next to a framed photo of two people, with a leaded glass window in the background.© SpecsaversAn elderly woman with glasses and a teal sweater sits at a table, writing on paper while looking at a laptop in a sunlit kitchen.© SpecsaversAn elderly man with a white beard and glasses sits in a blue armchair, smiling and looking off-camera in an interior setting.© SpecsaversA person with dark skin and a pink sweater is seen from a medium closeup, assembling a gold jigsaw puzzle on a wooden table in an interior setting.© SpecsaversAn older man with grey hair and glasses, wearing a green cardigan and tie, sits in a living room, looking thoughtful.© SpecsaversA close-up shot of an older person's hand, wearing a wedding ring, resting on a brown armchair in a softly lit interior.© Specsavers
    Length: 31 s · Shots: 21 · Average shot: 1.5 s

  3. 03Ad ideas: every spot built on a misdirection

    Before you present an idea, you need to know who has done it, and how.

    Specsavers “I Don't Go” is built on a misdirection. Search the library by idea to see every spot that uses it.

    Anthropic “Can I Get a Six-pack Quickly”© AnthropicNovartis “Your Attention, Please”© NovartisYorkshire Tea “Investigation Done Proper”© Yorkshire TeaPringles “Multigran”© Pringles
    Anthropic · Novartis · Yorkshire Tea · Pringles

More commercials by Ric Cantor

  • Specsavers "Out of Order" (2022) commercial still© SpecsaversSpecsavers “Out of Order” 2022Dir. Ric Cantor · The AgencyCreative Circle Bronze 2022
  • Skipton Building Society "Founded on Fairness" (2026) commercial still© Skipton Building SocietySkipton Building Society “Founded on Fairness” 2026Dir. Ric Cantor · The Red Brick Road
  • Black Forest "Telephone" (2026) commercial still© Black ForestBlack Forest “Telephone” 2026Dir. Ric Cantor · Mono
  • AGA Rangemaster Ltd "Rangemaster - Part of the family since 1830" (2025) commercial still© AGA Rangemaster LtdAGA Rangemaster Ltd “Rangemaster - Part of the family since 1830” 2025Dir. Ric Cantor · Mr. President
  • BMW "Ultimate Match" (2024) commercial still© BMWBMW “Ultimate Match” 2024Dir. Ric Cantor · Goodby Silverstein & Partners
  • mycar Tyre & Auto "mycar - The Celebrant" (2024) commercial still© mycar Tyre & Automycar Tyre & Auto “mycar - The Celebrant” 2024Dir. Ric Cantor · TBWA

More from Specsavers Creative

  • Specsavers Opticians "Eerie" (2008) commercial still© Specsavers OpticiansSpecsavers Opticians “Eerie” 2008Dir. Danny Kleinman · Specsavers CreativeEpica Bronze 2008

Award-winning health & pharma commercials

  • Novartis "Relax Your Tight End" (2026) commercial still© NovartisNovartis “Relax Your Tight End” 2026Dir. Eric Wareheim · FallonClio Awards Grand Prix 2026
  • Psp "Birds Never Forget To Fly" (2025) commercial still© PspPsp “Birds Never Forget To Fly” 2025Dir. Giorgi Okmelashvili · PlaymakersADC Europe Grand Prix 2025
  • Viatris "Make Love Last" (2025) commercial still© ViatrisViatris “Make Love Last” 2025OgilvyClio Awards Grand Prix 2025
  • Biogen "Friedreich and I" (2026) commercial still© BiogenBiogen “Friedreich and I” 2026Dir. Pablo Arreba · VML Health SpainADC Awards Gold 2026
  • Kaiser Permanente "Moving All To One" (2026) commercial still© Kaiser PermanenteKaiser Permanente “Moving All To One” 2026Dir. The Sacred Egg · Droga5shots Awards Gold 2026
  • Healthline "For All I Know" (2026) commercial still© HealthlineHealthline “For All I Know” 2026Dir. Sam SabawiiWebby Awards 2026

Questions

Who directed the Specsavers “I Don't Go” commercial?

Ric Cantor directed it, produced by Friend, for the agency Specsavers Creative.

Which agency made Specsavers “I Don't Go”?

Specsavers Creative created it for Specsavers (2022).

What awards did Specsavers “I Don't Go” win?

1 awards, including IPA Effectiveness 2024 Gold.

What is the tagline of Specsavers “I Don't Go”?

“Let's get started.”

Sources for the credits and awards

ipaeffectivenessawards2024.awardsengine.comAds of the World