LISTEN UP

Goldberg Moser O’Neill takes a lighthearted yet tasteful approach to advertising to the hearing-impaired with a new print campaign promoting Fremont, Calif.-based Decibel Instruments’ new “computerized hearing solutions” and InTune Hearing Centers.
The text-heavy executions (one is shown here) include statements such as, “After one visit, you’ll be hearing voices.” Another reads, “You can take all this super high tech computer stuff and stick it in your ear.” The tagline is, “We’re turning the hearing aid industry on its ear.”
The campaign is being test-marketed in Seattle and Tacoma, Wash., with a national rollout planned for later this year. InTune Hearing Centers, located within Pearle Vision Centers, offer “one-hour, in-store fitting & distribution” of InTune “hearing instruments,” according to Fred Goldberg, GMO’s chairman and chief executive officer.
“I think this [campaign] for Decibel Instruments is some of the best work we’ve ever done,” he said. “It’s clever [work] for a unique concept that’s going to be really big.”
–Jane Irene Kell