Specsavers has launched a new marketing campaign that harnesses its ‘Should’ve gone’ humour at Australian airports.
The campaign was launched in Sydney and Melbourne airports on 16 September, using boards that suggest passengers have landed in Melbourne, rather than Sydney, and vice versa.
In a TV ad to support the campaign, directed by cult comedy director Declan Lowney, known for Ted Lasso and Father Ted, and broadcast on Channel 9News on 15 September, married couple Greg and Ella are about to go on holiday.
Ella manages to check in ahead of Greg whilst 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.
The scenario ends with Greg racing jubilantly out onto the tarmac where the aircraft is being prepped for takeoff. It cuts to a concerned-looking Ella who is already onboard, peering out of a porthole window as she clocks her husband 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. The protagonist turns into a stuntman of sorts to get around the airport as fast as possible and to his departure gate on time.
Mr Shaun Briggs, director of marketing planning at Specsavers, says: “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.”
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