Emmy-winning comedy director Declan Lowney, best known for his work on Apple TV’s global hit Ted Lasso, has signed with Merman US for commercial representation. With a reputation for masterful storytelling and sharp comedic timing, Lowney’s signing marks a major addition to the U.S. advertising industry, which has seen a surge in comedic campaigns from top brands.
The Irish director’s first new commercial work in the US market, produced by Merman, has been directing the latest installments of Allstate’s hilarious Mayhem saga, featuring the character actor Dean Winters as a deadpan, bruised and shape-shifting provocateur of catastrophies who wreaks havoc everywhere.
In “Leafblower” Winters becomes an illegal “overpowered leafblower” blowing debris into traffic, causing an auto wreck.
In a holiday spot promoting the Walmart Protection Plan by Allstate, Winter is an “Overworked Elf” who carelessly drops a bag of Christmas gifts down a working chimney, destroying a pile of new electronic devices.
“When I moved to the U.S. four years ago, one of the first ad campaigns I noticed was Allstate’s Mayhem spots,” Lowney said. “I loved the character’s glee and excitement at creating mayhem and thought, ‘Yeah, I want to be part of that!’ Comedy is a collaborative sport, and I love working with the creative team to make sure we’re telling the funniest version of their story.”
From Ted Lasso to Commercial Success
Lowney, a two-time Emmy nominee for Outstanding Comedy Directing and an Emmy-winning producer for Ted Lasso, brings a wealth of expertise to the commercial world. His career spans iconic UK comedies such as Father Ted, Little Britain, and Cold Feet, earning him two BAFTAs and six nominations. His commercial portfolio includes award-winning campaigns for brands like BT, Halifax, Santander, and Sky, with accolades from Cannes Lions, D&AD Pencils, and British Arrows.
Among Lowney’s most celebrated commercials are the star-studded Warburtons bread ads featuring Sylvester Stallone, The Muppets, Robert De Niro, and Samuel L. Jackson. “Speaking to your audience with humor shows respect for their intelligence,” Lowney explained. “It forms a bond between the brand and the consumer. Great comedy commercials are like the best comedy TV shows—the audience feels they’re in good hands.”
A Perfect Match for Merman US
Kira Carstensen, Merman Global Managing Director, expressed her enthusiasm for Lowney’s addition: “We are so happy to have Declan with Merman this side of the pond. His brand of humor and delightful direction plays perfectly in this market. Declan’s work isn’t just funny—it’s heroically hilarious, with great storytelling and an eye for detail.”
Lowney’s move to Merman US builds on his success with Merman UK, where he has been on the roster since 2021. His ability to bridge the worlds of comedy television and advertising makes him a sought-after talent. “My commercials are funnier because I direct funny TV shows, and my TV work looks better because of what I’ve learned from shooting commercials,” Lowney said. “It’s a win-win situation.”
Allstate also will be dropping a soon-to-be-announced third installment in the Mayhem series directed by Lowney.
REELated:
BETTER takes climate action to new heights with 50-ft billboard
