Specsavers: Never Gonna Give Up On Hearing

Key Points

• Client: Tangerine x Specsavers
• Project Title: Never Gonna Give Up On Hearing
• Project Type: Audiology Awareness Campaign
• Location: UK
• Time Frame: October 2023

The Challenge

Hearing loss often goes unrecognised for up to ten years, with many people dismissing early signs such as frequently mishearing song lyrics. Tangerine Communications, working with Specsavers, wanted to tackle this issue with a campaign that would raise awareness and encourage people to take action without stigma.

The production came with challenges. The shoot had to take place in a difficult location, with limited time and a demanding schedule. Managing a high-profile talent while ensuring top-quality visuals in a fast-paced environment required careful planning and execution.

The Plan

To bring the campaign to life, Rick Astley re-recorded his classic hit Never Gonna Give You Up using some of the UK’s most misheard lyrics. The idea was to use humour and nostalgia to spark conversations around hearing loss. The campaign was designed to run across multiple platforms, maximising engagement.

Eight Engines was the production partner, responsible for capturing all the content in just one day. The shoot required a highly efficient approach to ensure every moment was filmed at the highest quality. Despite the tight timeframe and complex location, our team worked seamlessly to manage the fast-moving schedule and deliver exceptional visuals.

The Results

The campaign was a huge success, generating nationwide attention. The teaser alone gained over 11 million organic views on TikTok within 24 hours, sparking conversations across social media. The content was shared widely across broadcast, print and digital platforms, significantly increasing awareness of Specsavers’ audiology services and leading to a rise in hearing test bookings.

Max Hamilton, Creative Producer at Tangerine, reflected on the collaboration:

"We were really happy with the physical outcome, the footage. Importantly though, the process for us as an agency was smooth, and we benefited greatly from Eight Engines’ expertise. We have worked with Eight Engines on maybe 30 projects because they have our every confidence and we consider them to be close friends."

With careful planning, technical precision and a strong creative vision, we helped make Never Gonna Give Up On Hearing a campaign that connected with audiences and delivered real impact.