Never gonna give up on hearing
Raising awareness of hearing loss with Specsavers and Rick Astley
Client
Specsavers
Services
Video Production, Social Media, Creative, Strategy
Department
Consumer
It can take people up to ten years to recognise they have hearing loss. So we needed to get the nation talking about the common signs, such as mishearing lyrics, while also breaking down the stigma around hearing aids
To do this and raise awareness of Specsavers audiology services, we combined a music legend, an internet phenomenon and audience behaviour insights to create an unforgettable campaign.
The campaign
We enlisted Rick Astley to re-record his hit, 'Never Gonne Give You Up' with the nation's favourite mis-heard lyrics. Whether you're 'running around with dessert spoons' or 'catching nits from any other guy'; this version is guaranteed to bring a smile to your face.
With the teaser amassing more than 11m views organically across TikTok within the first 24 hours, this campaign is already getting the nation talking about hearing loss. The next phase sees Rick talking about his own personal hearing journey alongside Specsavers audiologists, with further content planned across broadcast, print, online media and social.
Results: The campaign launched October 2023 – watch this space!
