Category: Fundraising & appeals
Advertiser: HEARUS SOUTH AFRICAN COCHLEAR IMPLANT ASSOCIATION
Product/Service: COCHLEAR IMPLANT SPECIALISTS
Agency: METROPOLITANREPUBLIC
Production Company: THE BOMB SHELTER, Johannesburg, SOUTH AFRICA
Executive Creative Director: Peter Khoury
Creative Director: Peter Khoury
Copywriter: Marjolein Rossouw
Art Director: Susan Aukema
Agency Producer: Nicola Martin
Producer: Marc Harrison/Gavin Joubert
Director: Teboho Mahlatsi
Editor: Paul West
Sound Design/Arrangement: Adam Howard Music
Post Production: Deep End Post Production
Cameraman: Alard De Smidt
Account Manager: Karabo Motjuwadi
Account Manager: Karabo Motjuwadi
English Description
Imagine you can help a deaf person hear for the first time? The South African Cochlear Implant Association, HearUs, is an organisation that assists children and adults obtain cochlear implants – a remarkable device that can restore a sense of hearing to the deaf. Because a cochlear implant is extremely expensive, we asked the public to donate to HearUs so that the less fortunate can also enjoy this device’s benefits.
The commercial uses the intimate setting of a mother listening to her daughter’s ear-deafening violin music. The audience is intrigued by how the mother encourages the awful racket. Only at the end is it revealed that the mother has a cochlear implant and that this is the first time that she is able to enjoy sound. This moment hits the audience hard, and makes them realise that they can help others experience the power and beauty of hearing with their donations.