• by Fern Siegel , Yesterday

Cochlear, a global leader in implantable hearing solutions, just launched the “Hear the Difference” campaign.

The spot, produced by Cactus, runs on OTT, YouTube, social and digital, including Reddit. The creative uses a first-person perspective to capture everyday sounds, such as a coffee maker or a baby’s gurgle, a cochlear implant can restore. Cactus has positioned the brand as medical tech to enhance your life.

The campaign launches first in the U.S., but a rollout is planned for multiple international markets.

Many people don't know the difference between hearing aids and cochlear implants. Hearing aids amplify sound. Cochlear implants bypass damaged portions of the ear and stimulate the auditory nerve, which improves sound clarity. 

Astrid Michelson, associate creative director at Cactus, said: “The production style is purposefully stripped down to avoid the glossiness that is typical of the healthcare category. We picked situations potential recipients would easily be able to see themselves in and ones that would allow them to have a more personal reaction to. Part of losing your hearing is losing the nuance in any situation, so the words that rotate on screen also show the levels of detail that can be lost.”

The tagline, “Hear the Difference,” operates on both a functional and emotional level to note the critical impact on daily life.

“We wanted this work to focus on not just the tool, but about the moments you get back,” says Jaime Stanley, director, integrated communications/brand at Cochlear. “Cactus is a true strategic partner to us and worked with us to find new ways to share the impact of our technology in an emotionally resonant way.”