Advertising

Starkey Consumer Ads

Delivering a dual message with a few words

Starkey, the nation's leading hearing aid manufacturer, wanted an ad campaign targeted to several major cities around the U.S.— and focusing on the best-in-class features of its products. Larsen responded with a simple, reproducible and recognizable template: all ads included body copy describing Starkey's landmark technology, the Starkey logo, and consistent graphic elements, but each brief headline highlighted both a specific region and feature. The Chicago version, No more whistling in the windy city, promoted Starkey's superior feedback cancellation; Los Angeles's When your agent calls, pick up, referred to the hearing aid's fully automatic telephone response. The ad in the Wall Street Journal was simply about better hearing: You can't close the deal if you can't hear the deal.