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By Amy Houston | Senior Reporter

February 2, 2024 | 3 min read

Declan Lowney worked with the optical brand’s in-house creative team on ‘Airport’ ad.

Specsavers is continuing its ‘Shouldv’e’ campaign with a new ad set inside one of the busiest and most stressful places imaginable: an airport.

Harnessing the signature Specsavers humor, the ad introduces us to Greg and Ella, a couple about to go on holiday. While Ella manages to check in with no problems, Greg, after parking the car, comes skidding into the airport with his wheelie suitcase, cutting it fine to make the departure on time.

A series of frantic and tense scenarios ensue before the ad ends with Greg racing to where he thinks the plane is preparing to take off as a concerned-looking Ella, who is already onboard, spots him from the airplane window on the opposite end of the tarmac.

“Specsavers has managed to achieve that rare feat of creating its own distinctive brand of humor,” said the ad's director, Declan Lowney, who is famous for his work on TV shows including Father Ted and Ted Lasso, as well as the film Alan Partridge: Alpha Papa.

“Its work has a comedy voice of its own, so my role was to get the best out of the script and maximize the laughs. And telling a story purely with images – along with humor and wit – was right up my runway.”

The TV campaign is supported by cinema, VOD, digital video, OOH, press, social and a special build.

Victoria Clarke, marketing services director at Specsavers, added: “It was such a treat to work with comedy genius Declan Lowney to bring the Specsavers trademark humor to life. As with all ‘Should’ve’ campaigns, it is relatable and has that core serious message at the heart of it that mistakes are easily made if your eyesight is failing.”

The ad was produced through Merman and the media agency was Manning Gottlieb OMD.

“We wanted to do something different with this spot – up the jeopardy, up the scale and increase the gags,” added Richard James, creative director at Specsavers. “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.”

Read our full interview with Richard James to find out more about the making of this ad.

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