Cochlear creates ad with two endings as a hearing test in disguise

Hearing pioneer Cochlear has created an a multi-faceted ad featuring two conclusions driven by a hearing test.

Cochlear's campaign is a hearing test in disguise.

Cochlear’s campaign is designed to educate and self-test

The work, created by Che Proximity in collaboration with The Glue Society and Noise International, delivers a different ending depending on the viewer’s level of hearing loss.

The long form-ad tracks the story of a couple through their lives as it asks the question ‘Does love last forever?’, with the answer at the end potentially shrouded in ambient noise for people who have an undiagnosed hearing loss.

Cochlear audiologist, Emma Ramsay, said the campaign was a unique way to highlight an issue that was difficult to communicate.

“We know how many precious moments are missed for those people living with hearing loss,” Ramsay said.

“Over time, people can lose friendships, their career, hobbies, self-esteem and even their connections to loved ones. By creating something unique like the hearing test in disguise, we’re hoping to get Australians talking about hearing loss, sharing the film with people they love – especially those who may be in denial about their hearing loss – and, ultimately, seeking help.”

Cochlear is running the campaign in cinemas, targeting the Oscar nominated film, Lion, where the audience is considered slightly older and potentially more likely to be suffering from undiagnosed hearing loss.

Crucially, the film removes many of the visual cues people use to make up for what they can’t hear, such as reading a person’s lips or looking at their gestures.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.