NYC-based independent advertising agency, Terri & Sandy have launched a new campaign for the Phonak Lyric™, an invisible hearing solution for mild to moderately severe hearing loss that can be worn 24/7 for months at a time.
“We saw an opportunity; to promote a breakthrough product with an equally breakthrough campaign,” explained 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.”
The new print and online campaign stands out because of how it leverages the unique benefit of invisibility.
The ads feature couples in intimate moments with bold headlines like, Tonight, I’m wearing nothing but my hearing aid.” Another headline reads, “My midlife crisis is obvious. My hearing aid is not.” The campaign breaks free of the typical emphasis on emotional advertising. Instead, it proactively employs tongue-in-cheek humor and playful romance to convey how hearing aids are not a barrier to connecting with others but rather a solution to help people live life to the fullest.
“This forward-thinking campaign allows us to break down barriers for the millions of Americans with hearing loss whom Lyric can help,” said Susan Whichard, Vice President of Business Development and Industry Relations, Phonak Lyric, in a statement. “Lyric3 features improved reliability and two additional sizes. Now, more wearers can benefit by choosing the world’s only 24/7, an invisible device with trusted Phonak hearing performance.”
Sandy Greenberg, CEO and co-founder of TERRI & SANDY tells DIVERGE more about the campaign:
Where did the idea of this campaign come from?
Developed by Terri & Sandy to be a forward thinking campaign on an innovative product
Why is the campaign significant?
The campaign breaks free of the typical emphasis on emotional advertising. Instead, it proactively employs tongue-in-cheek humor and playful romance to convey how hearing aids are not a barrier to connecting with others but rather a solution to help people live life to the fullest.
What do you hope to gain from the campaign?
To break down barriers for the millions of Americans with hearing loss whom Lyric can help.
Why did you decide to feature couples in intimate moments?
To create a daring take on the aesthetics category
Why is humor key in this campaign?
It proactively employs tongue-in-cheek humor and playful romance to convey how hearing aids are not a barrier to connecting with others but rather a solution to help people live life to the fullest.
CREDITS:
AGENCY:
Executive Creative Directors: Terri Meyer, Sandy Greenberg
Creative Director: Jillian Watkins, Scott Rosenblit
Art Director(s): Ariana Ross, Jenna Lowy
Copywriter(s): Sasha Blejec
Integrated Account Director: Drew Schwartz
Account Supervisor: Dani Blevins
Account Executive: Pauline Zilch
Assistant Account Executive: Peggy Kanterman
PRINT:
Photographer: Christa Renee
Print Producer: Karen Meenaghan
Executive Producer: Elle Sullivan Wilson
Producer: Camilla Ferenczi
