Ahead of  Valentine’s Day, Specsavers has rolled out a cheeky campaign titled ‘The most exciting innovation in couples’ connection: The Relationship Aid’, positioning its latest hearing aid as the ultimate device for rekindling romance.

Conceptualised by Golin London, the campaign reframes hearing aids as must-have couple tech, drawing on the suggestive cues and playful tonality of adult retail to spark intrigue.

The film teases viewers with the promise of a ‘game-changing’ intimacy product, an alluring AI-powered device claiming to help couples ‘feel closer than ever’. The narrative then delivers a clever twist: the supposed innovation is revealed to be the Specsavers Advance 65 hearing aid.

What we think about it: By turning a traditionally sentimental occasion into a witty celebration of real intimacy, the campaign lands a serious behaviour-change message while normalising hearing loss by tackling the stigma around hearing aids head-on.