Comically capturing the halcyon image of rural life in France, Specsavers’ latest TV commercial has seen its in-house creative agency reunite with directing legend, Rattling Stick’s Daniel Kleinman. Promoting the UK’s leading opticians’ new online booking system for eye tests and breaking during the inaugural episode of The Voice on ITV on Saturday 7 January, the ad is a hark back to the timeless, French look of films like Jean de Florette.

An epic, cinematic commercial

Shot on location in Provence, and set in an archetypally French chateaux, it portrays a visually-impaired repairman being sent to the cellar to drain a suspect boiler, with hilariously disastrous consequences. Having last worked with Kleinman in 2012 on the Angry Chef commercial featuring Gordon Ramsay, Boiler is a welcome reunion for the Specsavers / Kleinman dream team.

The film also marks a return to more epic, cinematic Specsavers commercials, in the vein of 2008’s D&AD-winning Colliewobble, the sheepdog sheering gaffe.

Should've strapline has stood the test of time

Specsavers’ Creative Director, Graham Daldry, comments: 'Because last January’s blockbuster, Fawlty Car, became Adwatch’s second best-liked TV commercial of 2016, it’s a tough act to follow. But with the absolute master of cinematic and comedic storytelling – Danny Kleinman – on board, we’re confident Boiler will keep up the momentum of the Should’ve strapline. Now in its 15th year, it’s clear the line has well and truly stood the test of time.' 

Rattling Stick director, Daniel Kleinman, added: 'To return to the ‘Should’ve' campaign after four years with such a strong script was a pleasure; as was working with the Specsavers team again, especially in the French wine region which had its obvious perks.'

Supported by multiplatform digital activations, the 60, 40 and 30-second edits will be shown across national TV and cinema.

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