Specsavers’ Rick Astley misheard lyrics spot wins Audio & Radio Grand Prix

Golin London’s intentionally botched rerecording of Rick Astley’s “Never Gonna Give You Up” for U.K. audiology and optical provider Specsavers won the Audio & Radio Grand Prix at the Cannes Lions International Festival of Creativity on Monday. “The Misheard Version” raised awareness about hearing loss in the U.K. by swapping several lines from Astley’s signature song for similar, yet nonsensical, lyrics, such as “we’re no strangers to lunch” and “never gonna run around with dessert spoons.” Astley partnered with Golin London and Specsavers to rerecord the song for the 60-second radio ad. The spot also features a voiceover from Welsh actor and comedian Rob Brydon, who at the end asks listeners, “Did that sound right to you? If it did, you might want to get a free hearing test at Specsavers today. Mishearing words and lyrics could be a sign of hearing loss.” Golin London likened the ad to a mass hearing test designed to break through the stigma surrounding hearing exams, a medical procedure many U.K. residents put off for years due to the association between hearing loss and old age. The radio spot is part of a larger collaboration between Astley and Specsavers that also included a social media stunt from the singer, who initially shared the new version of “Never Gonna Give You Up” across his social channels without explanation. The broader campaign drove a 66% increase in hearing test bookings through Specsavers in the U.K., according to Golin London. “Hearing loss can be a scary, isolating topic, but everyone recognizes the experience of mishearing a song. It’s a much softer way into the conversation,” said Alex Wood, executive creative director at Golin, at the campaign’s launch. “By bringing some levity and Rick’s personal experience to life, the aim was to create something people actively want to talk about and share—rather than avoid for feeling too heavy.” Gold winners Three campaigns took home Gold Lions in the category:

Specsavers’ Rick Astley misheard lyrics spot wins Audio & Radio Grand Prix

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