Listening is sexy. It can even be erotic, according to the new and suggestive campaign by the Specsavers optical chain for Valentine’s Day. With it he presents “Relationship Aid”, which he defines as “the most powerful device for connecting couples”, and which is nothing more than a hearing aid.
The presentation of thisessential” device is carried out together with the Golin London agency and using the narrative and visual codes of the launches of the big technology brands, such as Apple or Samsung, and the daring tone of the retailers in the sexuality and intimate well-being category.
He has created a one-minute piece that addresses a universal truth: good listening can help couples connect and rekindle the spark. To the rhythm of suggestive music, the video presents detailed shots of the different parts of the device, but without revealing that it is a hearing aid until the end. “Small, but powerful. The moment you turn it on you will feel closer than ever“, comments the narration. “Technology based on artificial intelligence to enhance the senses”.
The supposed device was initially presented in a teaser phase of the campaign that included the collaboration of Paul C Brunson, expert in relationships and co-host of the British version of the reality show “Married at First Sight.” He has also been in charge of revealing the reality of the product.
The campaign, which combines entertainment and outreach, invites couples to exchange Valentine’s gifts for hearing screenings. “Calling all couples! The most interesting innovation in couple connection is… a hearing aid“, commented the brand when sharing the piece on platforms. “The Specsavers Advance 65 hearing aid features sophisticated AI-based technology to filter ambient noise, prioritize speech and improve sound clarity. Get your spark back by booking a free hearing check for you and your partner.”
The strategy, as stated Little Black Bookis based on data. The brand points out that despite 18 million Britons having difficulty hearing well, many wait up to 10 years to seek help, perpetuating stigma and disconnection in relationships. Based on a study of 2,000 couples in the United Kingdom, 67% believe that feeling heard is the most important way to stay connected; and among couples in which one member uses a hearing aid, 32% report greater physical connection and closeness.
“Hearing loss remains one of the most overlooked health problems, largely due to the long-standing stigma surrounding it.“commented Bryony Czujko, Director of Brand Communications at Specsavers. “With ‘The Relationship Aid’, we tackle the biggest stigma of all: the hearing aid. By combining our signature cheeky humor with clever cultural adaptation, we’re redefining hearing technology as something truly exciting.”.
For their part, the agency points out that it is still necessary to break the prejudices surrounding hearing aids. In this sense, the campaign is based on the idea that if hearing is key to a romantic connection, then they should not be a boring sign of old age; They are the most exciting device for a couple. “Committing fully to this idea created new ways to capture attention and start a more engaging conversation about hearing health, focused on love, not loss.”explained Alex Wood, Creative Director at Golin London.
