From Ted Lasso to Airport Mayhem, Declan Lowney Directs Specsavers’ latest campaign

Specsavers launched its new ‘Should’ve’ TV campaign ‘Airport’ which has been directed by cult comedy director Declan Lowney, known for Ted Lasso and Father Ted. The campaign, developed by Specsavers’ in-house agency, was launched on Channel 9News last night while OOH executions, developed locally by TBWA\Melbourne launch in Sydney and Melbourne airports today.

Harnessing the signature Specsavers humour, the TV ad introduces viewers to married couple Greg and Ella who are about to go on holiday. Ella manages to check in serenely ahead of Greg whilst he parks the car. Greg finally skids into the airport lobby with his wheelie suitcase, cutting it fine to make the departure.

Checking the departure board, Greg rushes frantically to catch his flight and various tense yet amusing scenarios ensue that everyone can relate to. These include the classic moment when you have to scull your bottle of water in front of an unimpressed security guard or relinquish your belt and new espadrilles for a body scan, and of course trying to run along a packed travelator when everyone else is walking.

The scenario ends with Greg racing jubilantly out onto the tarmac where the aircraft is being prepped for takeoff. The TVC cuts to a concerned-looking Ella who is already onboard, peering out of a porthole window as she clocks her husband down below. But will he manage to board the plane, or should he have gone to Specsavers?

The ad is crafted entirely without dialogue, with the comedic emphasis being on visual humour. The protagonist turns into a stuntman of sorts to get around the airport as fast as possible and to his departure gate on time.

Running until February 2025, the campaign is supported by TV, cinema, SVOD/BVOD, YouTube, Uber, and OOH. The OOH execution includes placements inside key airports in Sydney and Melbourne and around major airports in key states which play off the possibility that the media vendor Should’ve Gone to Specsavers as they might have dispatched the wrong ‘welcome to’ destination creative to each airport.

Says Lowney: “Specsavers have managed to achieve that rare feat of creating their own distinctive brand of humour. Their work has a comedy voice of its own, so my role was to get the best out of the script and maximise the laughs. And telling a story purely with images – along with humour and wit – was right up my runway.”

Says Shaun Briggs, director of marketing planning at Specsavers: “Given the massive popularity of Ted Lasso in this market it is great to be able to work with comedy genius Declan Lowney to bring the Specsavers trademark humour to life. But as with all ‘Should’ve’ campaigns it’s relatable and has that core serious message at the heart of it: that mistakes are easily made if your eyesight is failing, which is a good reminder to Australians of all ages to look after their eye health as we head into the busy school and summer holiday travel periods.”