Duracell Canada

Audio Deprivation

To draw attention to its hearing aid batteries, Duracell wanted to dramatically pierce through the visual-centric world of content. The most effective way to highlight the importance of hearing was to deprive people of audio at a pivotal moment: during their favourite TV shows.

A volume bar graphic mysteriously appeared on viewers' screens during regular programming (including the Modern Family season finale and a Blue Jays game) and began decreasing as the actual volume also diminished. The volume bar then morphed into a snipe ad for Duracell with the copy "Are you having trouble hearing this"?, followed by a Duracell ad that included a call to have a hearing test.

The execution led to unprecedented hearing aid sales: Duracell outpaced the category by 9%.