Folks With Mid-Life Crises and Libidos Appear in Daring Ads for 'Invisible' Hearing Aids

Phonak Lyric Is Latest Advertiser to Defy Stereotypes of Older People

By Alexandra Jardine. Published on Mar 16, 2017

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A new print and online campaign for "invisible" hearing aid brand Phonak Lyric is different for the category: it features middle-aged couples in intimate moments with bold and witty headlines like: "My midlife crisis is obvious. My hearing aid is not."

Other executions in the campaign, by New York agency Terri & Sandy, include "Tonight, I'm wearing nothing but my hearing aid," next to an image of a couple dressed for a glamorous event.

The campaign aims to eschew stereotypes and avoid the "emotional" advertising typical of the category, to proactively show how hearing aids are a solution to help people live life to the fullest. According to research, only 30% of the approximately 33 million Americans with some degree of hearing loss actually pursue treatment. "We saw an opportunity; to promote a breakthrough product with an equally breakthrough campaign," said Sandy Greenberg, CEO and co-founder of Terri & Sandy. "Lyric provides the complete invisibility that some hearing aid wearers desire. The result is feeling confident and free, with no limitations."

Lyric is the latest in a series of advertisers that are trying hard to portray older or middle aged people in a different light. U.K. insurance company Sun Life last week launched an ad by Mother London featuring older people partying and turning heads while refusing to go off on cruises, while a campaign by La Comunidad for tourism in Argentina recently showed seniors shouting and swearing while enjoying adventures in the country.

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Mar 16, 2017
Terri & Sandy
Phonak Lyric

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