Creativity Cinema Ads Australia

Cochlear's latest cinema ad is actually a hearing test in disguise


By Charlotte McEleny | Asia Editor

February 6, 2017 | 3 min read

Australian hearing solution brand Cochlear has launched an advert, designed to raise the awareness of hearing issues by showing people whether they have a problem with their hearing within the ad.

Hearing Test Ad

Australian ad hides a hearing test in a video

The video, shown online as well as in the cinema, has two different endings, depending on whether you can hear the low-level audio of certain parts of the plot.

The advert follows a couple throughout the years of their relationship, eventually asking people at the end whether love lasted or was lost. Those with a hearing problem would have only picked up on one thread and missed the signs telling them the right answer.

Emma Ramsay, senior audiologist at Cochlear, said: “When you take away the ability to lip read and background noise, it becomes very difficult for people with hearing loss to follow the conversation.”

The ad is being launched in cinemas around an oscar contender called Lion, which is likely to be popular with older cinema goes, those also likely to be susceptible to hearing problems.

The ad was created by CHE Proximity, in collaboration with The Glue Society and Noise International through production company Will O’Rourke.

Creativity Cinema Ads Australia

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