Optical retailer Specsavers has recruited pop superstar Rick Astley to front the latest campaign for its audiology service, which aims to tackle the stigma around hearing loss.
Developed by creative agency Golin, ‘The Misheard Version’ sees Astley re-record his iconic 1987 smash hit ‘Never Gonna Give You Up’, using the ‘amusing lyrics’ that people have apparently misheard for years – such as “never gonna run around with dessert spoons” instead of “never gonna run around and desert you”, or even: “you wouldn’t catch nits from any other guy” and “your aunt’s been naked…”.
Having recently discovered that he is suffering from hearing loss himself, Astley’s participation in the campaign is also intended to highlight the seriousness of its message – which is to inspire people to confront and deal with hearing loss openly.
Set to run across Facebook, Instagram, X, TikTok, YouTube, earned print, broadcast media and radio, the creative is informed by the insight that people will often put off treating their hearing loss for up to ten years.
“This follows our brilliant work with musician and TV personality Jools Holland last year and with Irish folk singer Mary Black earlier this year, and is designed to grab people’s attention and get the nation talking,” Specsavers head of consumer PR, social and brand activation, Lisa Hale said.
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“Finding the right musician to front this campaign was so important for this to work. Rick is the perfect fit for Specsavers and the fact he has hearing loss, means he can talk about this important topic in a really authentic and genuine way.
She continued: “We also know, through recent research, that mishearing things and asking people to repeat themselves are the most common hearing loss symptoms. So that’s why this campaign should resonate with the nation.”
Teased by Astley on his own socials, without any reference to Specsavers in order to build intrigue, the initial activations will be followed by a ‘big reveal’ directing people to the a ‘making of’ video and a simultaneous launch across the retailer’s own social media platforms.
With social led by Tangerine and media planning and buying from Manning Gottlieb and Bauer, further supporting assets will be rolled out over the coming weeks including a mini-series featuring Astley and one of Specsavers’ audiologists entitled ‘Rick’s Guide to Never Giving Up On Your Hearing’ and expert commentary from TV’s Dr Michael Mosley.
Golin ECD, Alex Wood added: “Hearing loss can be a scary, isolating topic, but everyone recognises the experience of mishearing a song. It’s a much softer way into the conversation. By bringing some levity and Rick’s personal experience to life, the aim was to create something people actively want to talk about and share – rather than avoid for feeling too heavy.”
