LONDON, UNITED KINGDOM – Specsavers has unveiled its latest integrated campaign, ‘”he Whole Conversation,” a witty yet poignant call to action encouraging people to address mild hearing loss before it worsens.
While hearing impairment is often linked to severe loss or ageing, Specsavers’ research reveals that many people live with partial hearing for years, rationalising it with phrases like “I’m not deaf, I just didn’t catch that.” This complacency can delay intervention, even when the impact on daily conversations is clear.
Developed by Specsavers Creative, the in-house creative department, and directed by BAFTA-winner Declan Lowney (Father Ted, Cold Feet, Ted Lasso), the campaign leverages the brand’s signature comedic storytelling to illustrate how missing just a few words can completely alter meaning.
The hero 30-second TV spot features Kevin, a mild-mannered Afghan hound whose walker mishears a friendly warning: “He gets overexcited when he sees ducks.” The result? Both return home soaked after an unexpected encounter. Supporting executions use faded-out text to show how incomplete hearing can lead to awkward and amusing misunderstandings such as “You get the melon” in a supermarket morphing into “You melon.”
Running across TV, VOD, cinema, audio, OOH, digital and press, The Whole Conversation invites audiences to book a free hearing check with Specsavers’ expert audiologists.
Nick Rainbow, Head of Marketing – Audiology at Specsavers, said “We know from our audience research that many people live with mild hearing loss for years without doing anything about it. They might be hearing ‘most’ of the conversation, but they’re not hearing all of it. This campaign challengesthe idea that ‘getting by’ is good enough and shows how much better life can be when you’re fully tuned in.”
Richard James, Global Creative Director at Specsavers, added “Mild hearing loss is an extremely common issue that affects millions, yet many people don’t believe their own situation is ‘bad enough’ to need help. We wanted to create something warm, witty and deeply relatable that highlighted how hearing whole conversations matters to and affects people’s daily lives.”
The six week campaign was produced by Merman, with Lowney bringing his trademark humour and timing previously seen in Specsavers’ much loved Airport spot to this new creative. Media planning and buying is led by MG OMD, with PR and social managed by Golin and Tangerine.
The Whole Conversation follows Specsavers’ Love is in the Ear, an integrated campaign featuring Michael and Hilary Whitehall that explored the impact of hearing loss on relationships.
CREDITS
Marketing
Director of Marketing: Victoria Clarke
Head of Broadcast and Consumer PR & Social: Lisa Hale
Marketing Manager: Faye Cobb
Director of Trading: James Thomas
Audiology Head of Marketing: Nick Rainbow
Audiology Brand & Customer Marketing Lead: Rob Fox
Specsavers Creative
Director of Global Creative: Richard James
Creative Group Leads: Simon Bougourd & Kate Allsop
Art Director: Reece Fernandes
Copywriter: Dana Jungerius
Head of Creative Design: Sid Tomkins
Art Direction Lead: Naomi Bishop
Lead Designer: Dan Macdonald
Motion Designer: Eva-Marie Embleton
Strategy Director: Simon Butcher
TTL Producer: Amy Straker-Lonner
TV/Radio Producer: Joanna Brock
Head of Creative Business Partnering: Agi Varanyi
Lead Creative Business Partner: Laura Battersby
Creative Business Partner: Foula Schanche
Studio Manager: Freya Ferey-Rooney & Will Heywood
Production Artist: Denise Leworthy & Elaine Lowe
Tech Production Artist: Jaz Rabet
Production company: Merman
Director: Declan Lowney
DOP: Tat Radcliffe
Producer: Simon Monhemius
Production Manager: Harriet Staples
Offline Editor: Leo King
Post house: Coffee and TV
Audio: Sine
Photography: Gary Didsbury
Stylist: Sarianne Plaisant
Retoucher: Charn
Media: MG OMD
PR and Social: Golin & Tangerine
