Specsavers has unveiled its latest 'Should've' TV campaign, a humorous ad titled 'Airport', directed by Declan Lowney, known for his work on 'Ted Lasso' and 'Father Ted'. The campaign, which debuted during the Channel 9 News, will run until February 2025 and is supported by TV, Cinema, SVOD/BVOD, YouTube, Uber, and OOH.

The ad, entirely without dialogue, relies on visual humour and features a married couple, Greg and Ella, about to embark on a holiday. The campaign's creative execution includes placements inside key airports in Sydney and Melbourne and around major airports in key states.

The campaign includes a comedic twist where the media vendor might have dispatched the wrong 'welcome to' destination creative to each airport, suggesting they 'Should've Gone to Specsavers'.

The creatives behind the work were Andrea Ranaa & Mike McCallum and Simon Bourgourd & Naomi Bishop. The spot was produced through Merman and the Australian media agency is Initiative.

"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," said Lowney.

Shaun Briggs, Director of Marketing Planning at Specsavers, expressed his excitement about working with Lowney, given the massive popularity of 'Ted Lasso' in the Australian market.

"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."

Richard James, Creative Director at Specsavers, The Agency, also shared his thoughts on the campaign.

"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," he said.