The “Should’ve gone to Specsavers” 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’s all produced in-house. The campaign was the brainchild of former Specsavers Creative Director Graham Daldry, and the Wax Lyrical podcast team ask him ‘How did you do that? How did you keep a campaign funny and fresh for over 18 years?’ Graham 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? “Consistency that can be varied.” Graham describes the hilariously risqué ad they never made, shooting a Specsavers ad on location as war is waged between Thailand and Cambodia, and working with John Cleese.