Will Greg manage to board the plane, or should he have gone to Specsavers?
Specsavers has launched a new ‘Should’ve’ TV campaign with ‘Airport’ which has been directed by comedy director Declan Lowney, known for Ted Lasso and Father Ted.
The campaign was launched on Channel 9News last night while OOH executions launch in Sydney and Melbourne airports today.
The commercial introduces married couple Greg and Ella about to go on holiday.
Ella manages to check in serenely ahead of Greg while 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. A concerned-looking Ella is already onboard, peering out of a porthole window as she clocks her husband down below.
The ad is crafted 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.
The campaign will run until February 2025, and is supported by TV, Cinema, SVOD/BVOD, YouTube, Uber and OOH.
The OOH execution includes placements inside airports 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.
Merman director Declan Lowney 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," Lowney said.
"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 it is great to be able to team up with Lowney.
"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.”
Credits
Airdate: 15 September 2024
Name of spot: Airport
Specsavers ANZ
Director of Trading, Jane Hoban
Director of Marketing Planning, Shaun Briggs
Head of Brand Creative, Goran Majstorovic
Head of Brand Marketing Planning & PR, Anri McHugh
Marketing Manager, Imogen Lawson
Local Agencies
Media agency: Initiative
Creative (OOH): TBWA\Melbourne
Global Agencies
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
Concept Designer: Dom Flouquet
Motion Designer: Eva-Marie Embleton
Artworkers: Chris Simcox and Abbie Coughlin
Agency TV Producer: Sam Lock
Integrated Producer: Matt Thomas
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
