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New Hearing Aid Campaign Breaks the Category Mold In More Ways Than One

“Lyric Can” hits television, print, and the digital space to change the category conversation around hearing loss.


NEW YORK, NY – New York-based advertising agency DePirro/Garrone has launched a multinational advertising campaign for Lyric Hearing, designed to change the way the category has been marketed for decades. Departing from hearing aid advertising that is generally feature-driven and seniors-focused, the campaign, called “Lyric Can”, shows people with hearing loss as aspirational, active and youthful.

“Even young Baby Boomers are starting to experience hearing loss; it doesn’t always wait until you’re older,” says agency partner Lisa Garrone. “Hearing is such an important part of participating in life, we want people to realize treating hearing loss is something smart and part of continued vitality, something that doesn’t signal significant disability any more than reading glasses do.”

Lyric’s hearing device is completely invisible, doesn’t use short-term batteries and can be worn during almost any activity, which makes it an ideal product for transforming the way hearing aids are viewed, literally. Running in a mix of online, television, print and social media, the campaign features people showering, sweating, and sleeping effortlessly in situations where some other hearing aids could cause problems. “The simple message of ‘Lyric Can’ is that because Lyric can do all these things, you can too,” explains agency partner Mike DePirro. “By repeating this affirmation everywhere, we’re changing the story from ‘disability’ to ‘ability’.”

DePirro/Garrone, founded over four years ago by principals Mike DePirro and Lisa Garrone, formerly of Deutsch, is also consumer agency of record (AOR) for undisclosed Pfizer brands as well as other national and international accounts including Asante Solutions, California STEM Network and Union Square Optical.

The Lyric Can TV Commercial can be viewed here as well as :



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