Global Ads Spotlight: How Specsavers used a familiar tune to highlight a common health issue

By reimagining a beloved 80s anthem with misheard lyrics, Specsavers ignites national conversation, and action, around hearing health.

By  Kashmeera SambamurthyMay 16, 2025 10:31 AM
Global Ads Spotlight: How Specsavers used a familiar tune to highlight a common health issue
Through humor and nostalgia, Specsavers found an unconventional yet effective way to address a serious issue, reminding people that when it comes to hearing loss, it’s better to listen sooner rather than later. (Stills from the campaign)

For decades, hearing loss has remained one of the most overlooked health concerns—often ignored or accepted as a natural part of aging. Now, a British optical and audiology group is trying to change that, using a cultural touchstone from the 1980s to prompt people to reconsider what they’re really hearing.

In 2023, Specsavers launched “The Misheard Version,” a national campaign designed to promote its audiology services and raise awareness about hearing impairment. At the heart of the initiative was a playful reimagining of Rick Astley’s enduring hit, Never Gonna Give You Up, featuring deliberately misheard lyrics crowdsourced from the public.

The concept was as strategic as it was humorous. The original track, known as much for its surprise internet meme status as for its chart-topping success, was re-recorded by Astley himself. The result: a tongue-in-cheek rendition that turned decades of misheard phrases into a memorable call to action.

Upon release, the campaign quickly resonated with audiences. “The Misheard Version” was streamed over 20 million times in its first eight hours, sparking a surge in online searches about hearing loss. Specsavers reported a 1,220 percent increase in bookings for hearing tests, an unprecedented response that suggests the message struck a nerve.

The campaign's success wasn't solely digital. A short film accompanying the release tackled one of the key barriers to hearing care: stigma. It highlighted that people typically delay hearing tests for up to a decade, largely due to fears of aging. A cameo by The Tonight Show Starring Jimmy Fallon added levity, featuring clips of fans singing their own versions of famously misunderstood lyrics.

“The Misheard Version” garnered critical acclaim on the global stage, winning the Grand Prix in Public Relations and a Gold in the Radio & Audio category at the 2024 Cannes Lions International Festival of Creativity.

Through humor and nostalgia, Specsavers found an unconventional yet effective way to address a serious issue, reminding people that when it comes to hearing loss, it’s better to listen sooner rather than later.

First Published on May 16, 2025 10:31 AM

More from Storyboard18

How it Works

With AI push, Alphabet, Amazon and Meta together to acquire 54.7% of global ad market: WARC

With AI push, Alphabet, Amazon and Meta together to acquire 54.7% of global ad market: WARC

Advertising

France plans to ban ads for Chinese fast fashion giants Shein, Temu

France plans to ban ads for Chinese fast fashion giants Shein, Temu

Advertising

Print ad goes viral after Air India plane crash in Ahmedabad

Print ad goes viral after Air India plane crash in Ahmedabad

Advertising

Amazon doubles Prime Video ad load to 4–6 minutes per hour

Amazon doubles Prime Video ad load to 4–6 minutes per hour

How it Works

As Omnicom-IPG mega merger moves ahead, workforce restructuring begins

As Omnicom-IPG mega merger moves ahead, workforce restructuring begins

Brand Marketing

Global Ads Spotlight: How iFood served up football - and a 23% sales boost

Global Ads Spotlight: How iFood served up football - and a 23% sales boost

How it Works

Traditional adex under pressure as TV grows by 1%, print down by 3% in 2025: WPP Media

Traditional adex under pressure as TV grows by 1%, print down by 3% in 2025: WPP Media

Advertising

India adex to rise 8.4% to $21.3 billion in 2025, even as global growth slows to 6%: WPP Media

India adex to rise 8.4% to $21.3 billion in 2025, even as global growth slows to 6%: WPP Media