Specsavers Canada has just launched its latest ‘Should’ve Gone to Specsavers’ campaign, featuring a new spot titled ‘Airport.’ Directed by BAFTA and Emmy award-winning comedy director Declan Lowney—best known for his work on *Ted Lasso* and *Father Ted*—this campaign is a humorous yet relatable take on the chaos of airport travel. This launch also marks a significant milestone for Specsavers, as the company celebrates the opening of its 100th store in Canada. With a mission to make quality eyecare and eyewear accessible to all, Specsavers continues to change lives through better sight.
In the TV ad, we meet Greg and Ella, a couple on their way to a vacation. While Ella effortlessly checks in, Greg struggles to make it through the airport after parking the car. Racing against the clock, Greg faces a series of funny yet stressful airport moments we can all relate to—from hurriedly drinking a full bottle of water before security to rushing along a moving walkway packed with other travelers.
As the ad reaches its climax, Greg dashes onto the tarmac, trying to catch the plane that is preparing for takeoff. Meanwhile, Ella, already seated onboard, spots Greg through the window, leaving viewers to wonder—will he make it, or should he have gone to Specsavers?
The ad, entirely dialogue-free, relies on visual comedy to capture the humor of Greg’s frantic airport adventure. With versions airing across TV, connected TV, and social media, the campaign brings Specsavers’ signature wit and a timely reminder about the importance of eye health.
Declan Lowney, director of the spot, shares: “Specsavers has created its own unique brand of humor, and my job was to bring that to life by focusing on visual storytelling. It was a great experience blending humor and wit purely through images.”
Catherine Walsh, Marketing Director at Specsavers Canada, adds: “We’re thrilled to bring more of the ‘Should’ve’ campaign to Canadians. The humorous take on the challenges of airport travel is something many can relate to, and it perfectly blends our brand’s humor with our core message of improving lives through better sight.”
With media managed by Media Experts IPG Inc. and strategic communication supported by FleishmanHillard HighRoad, the campaign is running across multiple platforms, including TV, cinema, YouTube, Uber, and OOH. This includes placements at key airports in Sydney and Melbourne, further playing on the idea of sight-related mishaps during travel.
This lighthearted yet impactful campaign continues to strengthen Specsavers’ presence in Canada, reminding Canadians of all ages to prioritize their eye health as they prepare for busy travel seasons.