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 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.
6 minutes – no thanks – who’ll watch this?
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I don’t know about testing your hearing but at six minutes it will certainly test your patience.
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Well shot, but the message is seriously lost. Poor communication of a wonderful product.
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Lost interest again before it got to the innovative bit. Sorry. To long
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Bit hard to follow the trailer when it is not captioned.
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As someone who has suffered with my hearing in the past (went un-diagnosed for nearly 18 months) and having a parent with partial hearing loss I think this video is genius. There’s little that can be done for my parent but there are many other diagnosis’ that can be resolved with a quick test and/or admission there is a problem (as was my case). Bravo!
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I was keen to see what this wonderful company did to create an innovative ad but unfortunately I was a bit underwhelmed. It is a bit dreary and depressing ( seeing people looking tired and larger over time!) and one might also question eyesight loss as well given it was hard to read the captions on a small phone. Not sure of the double ending and cannot be bothered to watch it again.
Nice idea but not quite hitting the mark. Get some whacky British advertisers on to it and you’ll nail it.
I will continue to be an avid investor in the company though as your shares are fantastic!!!
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I was keen to see what this wonderful company did to create an innovative ad but unfortunately I was a bit underwhelmed. It is a bit dreary and depressing ( seeing people looking tired and larger over time!) and one might also question eyesight loss as well given it was hard to read the captions on a small phone. Not sure of the double ending and cannot be bothered to watch it again.
Nice idea – and a very important message – but not quite hitting the mark. Get some whacky British advertisers on to it and you’ll nail it.
I will continue to be an avid investor in the company though as your shares are fantastic!!!
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If thebcompany wants people to share that advertisment, it should be on-line with a third, open-captioned, version. Paying theaters to show it seems a waste of resources. CI candidates such as myself, with a profound hearing loss, tend to avoid movie theaters.
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The film is to test your hearing. Think they purposefully left captions off.
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