Global eyewear retailer Specsavers Australia has 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 was launched on Channel 9 last night while OOH executions were launched in Sydney and Melbourne airports today.
The TV ad depicts a married couple called Greg and Ella who are about to go on holiday. Ella checks in ahead of Greg, whilst he parks the car. Greg then runs into the airport lobby to get on the plane.
Following various stalling scenarios, including passing through security, Greg runs out onto the tarmac, where Ella sees him through the porthole window.
The ad is designed entirely without dialogue.
The campaign is expected to run until February 2025, across 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, according to Specsavers, 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.
"Specsavers have managed to achieve that rare feat of creating their own distinctive brand of humour,” Lowney said. “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."
Specsavers director of marketing planning Shaun Briggs said a key role in the campaign messaging is that its relatable to its audience.
“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,” Briggs said. “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.”
The creatives behind the work were Andrea Raanaas & Mike McCallum and Simon Bougourd & Naomi Bishop. The spot was produced through Merman. The Australian media agency is Initiative.