In a scene that positively shouted out that most famous of advertising slogans a poor motorist ploughed into the entrance of a branch of Specsavers.
Although the Sevenoaks branch of the opticians was open and had customers and staff inside when the smash occurred on Sunday thankfully no one - including the driver - was hurt.
An ominous red liquid seeping from under the vehicle was reported to be brake fluid or coolant.
Onlooker Ben Bridges said: "I was driving through Sevenoaks high street and saw this had happened.
"It was way too good an opportunity to pass up so I turned the car around, parked and went over to the scene.
"It seemed almost impossible to get the car in to the shop window at that angle! It was literally perpendicular to the road!"
A spokesman for South East Coast Ambulance Service told the Sevenoaks Chronicle: "We were called just before midday following reports that a car had crashed into a shop front.
"We sent one ambulance. There was one person involved who, while uninjured, was shocked. Our crew assessed the casualty at the scene. Hospital treatment wasn't required."
Specsavers store director Maxine Chakowa told the newspaper: "We are pleased that all of our customers and staff are safe and well.
"We are working with the police with their on-going investigation.
"The store will remain closed until experts have ascertained the full extent of the damage."
The message of the popular optician's long-running advertising campaign uses the tag: "Should have gone to Specsavers".