Adrian J Cotterill, Editor-in-Chief
Specsavers this week launched its new ‘Should’ve’ TV campaign with an ad called ‘Airport’ which has been directed by cult comedy director Declan Lowney, known for Ted Lasso and Father Ted. The TV spot initially runs for 8 weeks.
Declan Lowney, Director, said “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.”
Harnessing the signature Specsavers humour, the ad introduces us to 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 and is now 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 too. These include the classic cringe moment when you have to neck your bottle of water in front of an unimpressed security guard or relinquish your belt and your new espadrilles for an undignified body scan and of course try to run along a packed travelator when everyone else is walking.
It ends with Greg racing jubilantly out onto the tarmac where the aircraft is getting prepped for take off. We cut to a concerned-looking Ella who is already onboard, peering out of a porthole window as she clocks Greg 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. Our protagonist turns into a stunt man of sorts to get around the airport as fast as possible and to his departure gate on time, which provides much hilarity.
The TV campaign is supported by Cinema, VOD, Digital video, OOH, press, social and special build. The OOH activity includes a placement at Waterloo Station’s big motion billboard which plays off the possibility that people might have mistaken the billboard for the departures board and Should’ve Gone to Specsavers. There will also be OOH gags in bus shelters, at petrol pumps, shopping centres, motorways and more – which send up how many people might be making sight fails in those places, such as putting the wrong fuel in their cars at petrol pumps or being on the wrong bus because they read the number incorrectly.
Victoria Clarke, Marketing Services Director at Specsavers, says: “It was such a treat 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.”
The creatives behind the work were Andrea Raanaas & Mike McCallum and Simon Bougourd & Naomi Bishop. The spot was produced through Merman. The media agency is Manning Gottlieb OMD.
Credits
Airdate: 2nd February 2024
Name of spot: Airport
Specsavers Marketing Services Director: Victoria Clarke
Head of Connections Planning, Media and Insights: Ian Maybank
Marketing Strategist: Anna Alder
Head of Marketing Services: Rebecca Holmes
Senior Marketing Manager Optics: Simone Roberts
Media Strategist: Heidi Ellis
Creative Agency: Specsavers Creative
Managing Director: Nicola Wardell
Head of Global Initiatives: Lyndsey Brown
Lead Creative Business Partner: Felicity Pelly
Creative Business Partner: Katie Digweed
Creative Director: Richard James
Head of Design: Sid Tomkins
Creative Strategist: Polly Evelegh
Creatives (Film): Andrea Raanaas & Mike McCallum and Simon Bougourd & Naomi Bishop
Creatives (OOH. Press, radio): Simon Bougourd & Naomi Bishop; Andy Brittain; Miles Bingham & Claudia Syrad and Geoff Alderman & Neil Brush
Concept Designer: Dom Flouquet
Motion Designer: Eva-Marie Embleton
Artworkers: Chris Simcox and Abbie Coughlin
Agency TV Producer: Sam Lock
Integrated Producer: Matt Thomas
Media Company: Manning Gottlieb OMD
Production Company: Merman
Director: Declan Lowney
Producer: Simon Monhemius
Editor: Leo King @ Stitch Post
Production House: Coffee & TV
Audio Post Production: Simon Capes @ Soho Square Studios
Music: Hopscotch Music
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