Specsavers has won the Grand Prix for Audio & Radio at Cannes Lions International Festival of Creativity.
They won it for their campaign “The Misheard Version”, marking the first ever UK Grand Prix for radio.
The campaign, masterminded by Golin London, also took home one gold and two silvers after being shortlisted for 13 Cannes Lions across audio, health & wellness, PR and social influencer.
Running across commercial radio, the campaign’s 60 second radio spot featured a re-recording of Rick Astley’s ‘Never Gonna Give You Up’ with lyrics altered to reflect common mishearings. It seemingly played as if part of the normal music airplay but it was the Specsavers Misheard version re-recorded by Rick which included misheard lyrics such as ‘Never gonna run around with dessert spoons’ and ‘you wouldn’t catch nits from any other guy’.
Commenting on the news, Client Director at Radiocentre, Lucy Barrett said: “With humour at its heart, Specsavers always set a high bar in its radio advertising. But since it started promoting its hearing teats, the brand has really embraced all radio has to offer making the most of sound. This ad, which uses a classic radio 80s hit, deserves its recognition at the Cannes Lions. Congratulations to Alex Wood and the team at Golin London and Specsavers, we are very proud to have a UK Grand Prix for radio.”
The UK put in a strong performance overall and also picked up three silver awards for Baileys’ “Sound scales”, by VML in London and New York; Pot Noodle’s “Sorry for slurping” by Adam & Eve/DDB; and another trophy for Specsavers’ “The misheard version”.
More details of all the winners can be found here.
Hear from Specsavers’ Claire Bryant talking with System1’s Orlando Wood at Radiocentre’s Tuning In event about how the brand uses radio and audio on Radiocentre’s YouTube channel.
