2 months ago
Eargo, the direct-to-consumer hearing loss solution brand, today launched a new creative campaign titled, 'Overheard,' which is aimed at tackling the hearing-loss stigma. The 30-second commercial is a central part of an integrated effort that includes in-house developed social, display and website experiences. The new creative marks the first work for Eargo and Huge Brooklyn, a global experience agency, part of Interpublic Group, which was recently named creative AOR. The humorous 30-second commercial will be on-air nationwide starting January 20th, 2020.
“Over 42 million adults suffered from hearing loss in America in 2018 and the majority haven’t found solutions that meet their needs,” said Shiv Singh, chief marketing officer of Eargo. “Our work with Huge looks to humanise hearing loss and demonstrate how central hearing is to leading a fuller life. Our new Eargo Neo HiFi, which is virtually invisible and supported by licensed hearing professionals, helps people to have higher quality hearing without making compromises to their lifestyle or appearance. Huge helped us bring this to life in uniquely powerful and imaginative ways.”
'Overheard' focuses on increasing awareness of Eargo’s user-friendly approach to hearing loss solutions, while also highlighting the Eargo Neo HiFi, the company’s fourth-generation hearing loss solution, which successfully launched at CES in early January. The spot opens up on a typical weekend house where a husband is visiting with his wife and in-laws. As they're all greeting each other, the wife is eager to know if her husband remembered to bring condoms in a very covert way. Sadly for her, her whispers can’t escape her father's enhanced hearing.
Fede Garcia, global executive creative director at Huge Brooklyn, commented: “Eargo customers recognise that they’re suffering from hearing loss, but are also modern, active and in the prime of their lives and careers. Since typical hearing aid marketing leads with stereotypes to target an older demographic, not everyone who suffers from hearing loss feels like hearing aids are the solution for them. What we've done in this new work is to flip the stereotype of the typical hearing aid wearer, and instead we show a cool, hip plugged-in dad.”
As a DTC brand requiring no hearing clinic visit, Eargo takes on a challenger mentality and promotes a new era of consumers taking ownership over the direction of their medical care with lifetime support from a licensed hearing professional and a personalised mobile app.
This new work breaks in the market directly following Eargo’s appointment of Huge as creative agency of record, selected after a competitive review.
Agency: Huge, Brooklyn
Campaign Name: Overheard
Global Chief Creative Officer, Huge: Jason Musante
Global Executive Creative Director, Huge BK: Fede Garcia
Creative Director, Huge BK: Vidhi Shah
Associate Creative Director, Huge BK: Andrew Tobin
Senior Producer, Huge BK: Patrick Wood
Chief Marketing Officer, Eargo: Shiv Singh
VP of Marketing, Eargo: Ben De Castro
Creative Director, Eargo: Mark Gettner
Interactive Producer, Eargo: Joe Pistorio
Categories: Consumer Electronics, Audio devicesHuge USA, 2 months ago