Father Ted and Ted Lasso director Declan Lowney has directed Specsavers’ latest TV ad spot, highlighting classic cringe moments in the airport, compounded by the “should’ve gone to Specsavers” factor.
The advert is crafted entirely without dialogue and centres on visual humour, telling the story of protagonist Greg rushing around the airport facing a whole host of mishaps before wondering whether he’ll make it on to the plane, or whether he should have gone to Specsavers.
The spot, which was produced by Merman, will also be supported by OOH gags in bus shelters, at petrol pumps, shopping centres and motorways – all focused on what happens when you don’t go to Specsavers.
The campaign will be supported across press social and special build as well as running across cinema, VOD and digital video. The media agency behind the campaign is Manning Gottlieb OMD.
It debuts today (2 February) and will run for eight weeks.
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“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,” said director Declan Lowney.
“And telling a story purely with images – along with humour and wit – was right up my runway.”
Specsavers marketing services director Victoria Clarke added: “It was such a treat to work with comedy genius Declan Lowney to bring the Specsavers trademark humour to life. But as with ‘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.”
Creative director at Specsavers, The Agency Richard James said: “We wanted to do something different with this spot – up the jeopardy, up the scale and increase the gags.”
“It’s a fun spot that we’re sure will resonate with all sorts of people. Declan and the team worked really hard together to bring the script to life so successfully.”
