Agency: Specsavers Creative
Specsavers Creative has applied the brand’s trademark tone-of-voice to its hearing centre advertising in a new TV campaign called ‘Big Noise’.
The commercial boldly marks the first time a hearing advertiser has used humour to market itself.
The spot sees an urban street disturbed by an obnoxiously loud drum n’ bass track thumping through a car as it drives by. The pumping bass line shakes a man’s full English and bumps corner shop fruit around.
Noisy workmen are interrupted by the beat and it even captures the attention of some local sink estate kids. But as the car turns a corner, the driver is revealed as a sweet old lady.
Her deaf choice of tune crescendos by shattering bus shelter glass before a title fades up: “Need a hearing test? Should’ve gone to Specsavers Hearing Centres.”
‘Big Noise’ marks a new strategy in targeting a younger audience of over 50s plus their friend and family influencers.
“Hearing products are traditionally advertised in hushed, sweep-it-under-the-carpet tones. So it was nice to be given the opportunity to do things differently and break the mould. In fact, that reflects Specsavers’ approach to the hearing market as a whole very well,” said Specsavers creative director, Graham Daldry.
The chosen music track was recorded by the teenagers who perform in the commercial. The director, Sara Dunlop @ Rattling Stick, street cast the young adults from a local college.
After asking what music they wanted to hear coming from the car, they put forward their own track – ‘Get Mad Now’ – because they are, in fact, music technology students from Carshalton College.
Calling themselves DRT, the track will soon be released on their own label – Get Mad Records – and will be digitally distributed through New State Entertainment.