Glasses are inevitable it seems. Everyone accepts that as we age our eyes deteriorate, but according to the Union Hearing Aid Centre (UHAC) in Toronto, less people are willing to admit loss of hearing and that they might need a hearing aid. To raise awareness, creative agency DraftFCB developed a television and poster campaign for UHAC that had a hearing test hidden within an eye exam.
The ad is a Snellen chart, the traditional eye exam with letters decreasing in size that patients are used to test their eyesight with. Like in an optician’s office, passersby and television viewers are encouraged to check their eyes by reading the lines of letters. At the bottom, in smallest print, is the revelation that though your eyes may be fine, whilst you were reading the text, a high frequency noise was playing in the background. The annoying high pitch squeal is inaudible to those with noise-induced hearing loss. The ad engages consumers and then surprises them, revealing the hidden tone playing in the background and demonstrating that perhaps their ears aren’t as healthy as they thought.
Watch the TV ad below to test your own hearing: