The Misheard Version by Specsavers
Specsavers has long been known for its witty take on vision and hearing care. But in 2023, the brand took its humor to a new level with âThe Misheard Versionââa campaign that re-subtitled iconic movie scenes with the kinds of misheard phrases people with hearing loss often experience. It wasnât just funnyâit was empathetic. By showing how mishearing distorts meaning, Specsavers made hearing care feel relatable, urgent, and entertaining.
Campaign Overview
Developed by Specsavers Creative in-house team, âThe Misheard Versionâ launched with a series of re-subtitled clips from famous films and TV shows. Instead of accurate captions, the dialogue was replaced with phonetically similar but hilariously wrong phrasesâmimicking what someone with hearing loss might perceive.
The campaign ran across YouTube, Instagram, and cinema pre-rolls, supported by influencer reactions and hearing care promotions. It also included a microsite where users could test their own âmishearingâ skills and book hearing checks.
Campaign Objective
Specsavers aimed to:
Raise awareness about hearing loss in a humorous, non-stigmatizing way
Encourage people to get their hearing tested without fear or embarrassment
Reinforce its brand identity as accessible, witty, and culturally relevant
Drive engagement through shareable content and emotional relatability
The goal was to turn misunderstanding into understandingâby showing what mishearing really feels like.
Execution
Re-Subtitled Film Clips: Iconic scenes were humorously mis-captioned to reflect common mishearing experiences.
Digital Rollout: Videos were shared across social platforms with high engagement and comment threads full of personal anecdotes.
Microsite Activation: Users could watch clips, take a âmisheard quiz,â and book hearing tests directly.
Influencer Reactions: Creators shared their own misheard moments, amplifying relatability and reach.
In-Store Tie-In: Specsavers offered free hearing checks and promoted the campaign in clinics and retail spaces.
Brand Impact
âThe Misheard Versionâ positioned Specsavers as a brand that understands real-life challenges and meets them with wit and warmth. It resonated with older audiences, caregivers, and younger viewers alikeâmaking hearing care feel less clinical and more conversational.
Results
The Misheard Version campaign by Specsavers delivered exceptional results, achieving a remarkable 1,220% increase in hearing test bookings above target. It secured coverage in 95% of major news outlets, amplifying its credibility and reach, while generating over 20 million organic views. The campaign not only raised awareness around hearing health but also reinforced Specsaversâ reputation for blending humor with meaningful impact in public health communication.
Lessons Learned
âThe Misheard Versionâ teaches us that humor is a bridge to empathy. The campaign also shows the power of creative reframingâwhen you show a problem through laughter, people lean in. And finally, it proves that health messaging doesnât have to be heavyâit can be human.
