Creative Spotlight: Specsavers ‘Hearing Tests’

It could be tempting to think that an audio medium like radio wouldn’t work for a visual message like “Should have gone to Specsavers’. But ad recall is unfailingly good. And it might feel even more counterintuitive to use radio to speak to those who may be experiencing hearing loss but, again, radio is the perfect medium.

Our ad of the month is Hearing Test, which uses the consistent brand voice of Rob Brydon. The execution blots out some key words grabbing the listener’s attention, and it uses a tone that is both informative and empathetic.

Specsavers Audiology has received a lot of attention recently for its radio campaigns, winning a UK Grand Prix for radio at the Cannes Lions, and you can watch Specsaver’s Rob Fox explain how the brand uses radio to amplify big ideas and create award-winning work at Radiocentre’s Tuning in here.