{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2F3b5b73e5-70ab-4ad5-8d12-adce3a6bfa46","version":"1.0","provider_name":"Captivate.FM","provider_url":"https://www.captivate.fm","width":600,"height":200,"type":"rich","html":"<iframe style=\"width: 100%; height: 200px;\" title=\"Wax Lyrical \u2014 Secrets behind Specsavers\u2019 in-house creative success 'Should\u2019ve gone to Specsavers'\" frameborder=\"0\" scrolling=\"no\" allow=\"clipboard-write\" seamless src=\"http://player.captivate.fm/episode/3b5b73e5-70ab-4ad5-8d12-adce3a6bfa46\"></iframe>","title":"Wax Lyrical \u2014 Secrets behind Specsavers\u2019 in-house creative success 'Should\u2019ve gone to Specsavers'","description":"The \u201cShould\u2019ve gone to Specsavers\u201d campaign has been running for 18 years, and is regarded by many as one of the most consistently funny ad campaigns of all time. And it\u2019s all produced in-house. The campaign was the brainchild of former Specsavers Creative Director Graham Daldry, and the Wax Lyrical podcast team ask him \u2018How did you do that? How did you keep a campaign funny and fresh for over 18 years?\u2019 \n\nGraham explains how the in-house creative process works in reverse to a traditional agency, why in-house teams have to be better than agencies, the importance of being allowed to fail, and the secret? \u201cConsistency that can be varied.\u201d Graham describes the hilariously risqu\u00e9 ad they never made, shooting a Specsavers ad on location as war is waged between Thailand and Cambodia, and working with John Cleese.","thumbnail_width":300,"thumbnail_height":300,"thumbnail_url":"https://artwork.captivate.fm/c5dd8859-0324-4ab3-86be-d15015256584/artworks-ptc0kzv7a6kbcggq-sieozw-t3000x3000.jpg"}