Apple: AirPods Pro 2 Hearing Aid Feature
Apple aimed to launch its new FDA-cleared hearing aid feature for AirPods Pro 2. The challenge was to overcome the deep-seated stigma and high cost associated with traditional hearing aids. TBWA\Media Arts Lab needed to reach millions with undiagnosed hearing loss and position AirPods as a legitimate, accessible, and cool medical alternative that restores human connection.
Creative Idea
Simulated hearing loss through immersive sound design to dramatize the emotional impact of clarity.
Apple transformed the world's most popular earbuds into clinical-grade hearing aids, using emotional storytelling and immersive sound design to destigmatize hearing loss and democratize access to essential health technology for millions of people globally.
Turning a Consumer Icon Into a Medical Device
The Sound of Silence and Clarity
To create the ad's visceral impact, director Henry-Alex Rubin and Oscar-winning sound designer Paul N. J. Ottosson utilized frequency manipulation to simulate moderate hearing loss. This technical "muffling" forced the audience to experience the world from the perspective of the protagonist, John Pelletreau. A resident of Chicago with actual hearing loss, Pelletreau was not a professional actor, lending a raw authenticity to the performance. While the present-day scenes featured an actress as his daughter, the production integrated real childhood home videos from Pelletreau’s personal archives to ground the narrative in genuine history.
Breaking the Ten Year Gap
The campaign addressed a staggering statistic: the average person waits 10 years before seeking help for hearing loss. By leveraging the FDA’s first-ever De Novo clearance for over-the-counter hearing aid software, Apple effectively turned millions of existing devices into medical tools via a simple update. This shift was personal for Apple VP Tor Myhren, who noted that his 88-year-old father found the $249 AirPods as effective as his $5,000 medical hearing aids, but significantly "cooler" to wear.
Unprecedented Retention and Reach
The film, titled "Heartstrings," defied digital marketing norms for long-form content. Despite its nearly two-minute runtime, it achieved a remarkable 89% completion rate across platforms. The launch on Thanksgiving Day 2024 generated over 51 million YouTube views and 1 billion impressions, sparking a global surge in searches for "hearing aids." By embedding clinical technology into a mass-market fashion staple, the campaign successfully attacked the social stigma that historically prevented millions from addressing their hearing health.
Creative Strategy Deconstructed
Company
Ubiquitous hardware and an advanced software ecosystem capable of clinical-grade audio processing and FDA-cleared health features.
Category
The hearing aid category is defined by extreme costs, clinical barriers, and a significant social stigma for users.
Customer
Millions with untreated hearing loss avoid traditional aids because they feel clinical, expensive, or like a sign of aging.
Culture
The normalization of wearing earbuds in all social settings and a growing shift toward proactive, at-home health management.
Company
Ubiquitous hardware and an advanced software ecosystem capable of clinical-grade audio processing and FDA-cleared health features.
Category
The hearing aid category is defined by extreme costs, clinical barriers, and a significant social stigma for users.
Strategy:
Transform a mass-market lifestyle accessory into a clinical solution to bypass the social stigma of medical devices.
Customer
Millions with untreated hearing loss avoid traditional aids because they feel clinical, expensive, or like a sign of aging.
Culture
The normalization of wearing earbuds in all social settings and a growing shift toward proactive, at-home health management.
Strategy:
Transform a mass-market lifestyle accessory into a clinical solution to bypass the social stigma of medical devices.
Results
The campaign achieved over 1 billion views and more than 2 million social engagements. It maintained an 89% completion rate, becoming Apple's most-viewed holiday film ever. The initiative sparked the highest search interest for 'hearing aids' in history. It was recognized as one of TIME's Best Inventions of 2024 and received widespread acclaim from major outlets like Forbes, Wired, and The New York Times, with many noting its role in making hearing health more accessible and affordable.
1B+
views
2M+
social engagements
89%
completion rate
Strategy Technique
Build an Utility, Not an Ad
Instead of just advertising a benefit, Apple delivered a regulated medical tool via a software update, solving a massive health barrier through existing consumer hardware.
Explore Technique
Creative Technique
Unexpected audio
The campaign uses meticulous frequency manipulation to simulate the muffled reality of hearing loss, creating a visceral contrast when the feature is activated and the sound becomes clear.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional for its seamless integration of high-end cinematic storytelling with a practical, life-changing technological innovation.
The 'Heartstrings' film uses intimate, beautifully lit shots to convey a powerful emotional connection without relying on heavy dialogue.
The narrative effectively frames a complex health issue and a technical solution in a way that is both clear and deeply human.
The choice and execution of the 'Our House' cover perfectly complement the emotional arc of the film and the overall message of home and connection.
The visual contrast between the stark, data-driven opening and the warm, human-centric film creates a compelling and memorable experience.
The synergy between the cinematic storytelling of the holiday film and the real-world utility of the product features makes the campaign both emotionally moving and practically significant.
