So that’s why this campaign should resonate with the nation.’ We also know, through recent research, that mishearing things and asking people to repeat themselves are the most common hearing loss symptoms. 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. Finding the right musician to front this campaign was so important for this to work. Lisa Hale, head of consumer PR, social and brand activation, Specsavers, comments, '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. This includes a mini-series featuring Rick 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. The campaign will continue over the coming weeks with a variety of content delivered through social media, radio and the wider media. The campaign creative was developed by Golin, with social from Tangerine, and Media from Manning Gottlieb and Bauer Media. This is followed by a big reveal directing people to the a ‘making of’ video and a simultaneous launch across Specsavers’ social media platforms. The track was also teased out on radio to create talkability and intrigue. Rick, who recently discovered he has some hearing loss, has teased the misheard version of ‘Never Gonna Give You Up’ on his own social media channels, posting a behind-the-scenes style video of him singing the new song but without any context or reference to Specsavers. The campaign will launch across Facebook, Instagram, X, TikTok, YouTube, earned print and broadcast media, and through a radio partnership with Bauer Media. As well as, “you wouldn’t catch nits from any other guy” and “your aunt’s been naked…”.Ĭreated in the typical tongue-in-cheek style that Specsavers is known for, the campaign has a serious message behind it, highlighting how common mishearing can be and how to look after your hearing. The track hilariously intersperses the most common misheard lyrics such as ‘never gonna run around with dessert spoons’ instead of ‘never gonna run around and desert you’. To kick-start that national conversation, Rick has re-recorded his iconic '80s hit single ‘Never Gonna Give You Up’ using the amusing lyrics people have misheard for years. Specsavers today unveils a new, integrated marketing campaign fronted by music legend, Rick Astley, to get the nation talking and thinking differently about their hearing.
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