Dee Snider can nonetheless screech out a tune that harkens again to his Twisted Sister days—and shatters any close by ingesting glass. However his listening to hasn’t aged fairly as effectively in spite of everything these years of heavy steel stardom.
So when Snider finds himself at a loud restaurant, he and his rock singer pal need to bust right into a excessive decibel song-versation simply to know one another over the clatter, in line with a marketing campaign from world audio tech model Sennheiser.
The German firm turned to Snider to assist it break floor in an adjoining class to its flagship headphones, microphones and streaming and monitoring techniques. Its new product known as Dialog Clear Plus earbuds, which lately premiered on the Shopper Electronics Present. Focused on the 45-to-70-year-old demo, the tech intends to lift the bar for speech-enhancing wearables.
“Singing for Supper,” the primary advert for the earbuds, comes from New York-based impartial company Terri & Sandy and director Nalle Sjöblad. The artistic leans right into a state of affairs acquainted not simply to child boomers however any client who has been overwhelmed by dangerous acoustics and loud voices in a confined house.
Snider and his dinner date, an unidentified rock god character, attempt to chat over their entrees, however the try is futile. Comical miscommunication ensues. Then they change from their regular talking voices to stadium-level wails, making a spectacle of themselves.
The impromptu mini-concert ends—and the noise-canceling begins—when Snider’s assistant brings him the Sennheiser earbuds.
“Whereas rock stars would possibly nonetheless have the pipes to chop by all of the clamor of a loud restaurant, they’re similar to us and can battle to observe conversations in difficult environments,” Jeff Marois, affiliate artistic director/author, Terri & Sandy, stated in an announcement. “Dee and his counterpart had been the proper decisions to spotlight the frustration that may come from making an attempt to hold on a traditional dialog when speech intelligibility is compromised.”
Again to fundamentals
The model needed to return to its roots, “these being pure sound, music and the artist’s world,” in line with Anne-Claire Costes, world head of client advertising and marketing.
“Going again to this heritage, selecting a musician as ambassador was a pure factor for us, and Dee appeared as the proper match,” Costes advised Adweek. “We additionally needed to interrupt the obstacles within the listening to business and convey a brand new, disruptive, humorous piece of communication.”
The earbuds have been co-developed with Sonova, an organization that focuses on listening to expertise. They’re designed to “block distracting noises and enhance the readability of conversations for each stage of background commotion,” per the model.
The advert, in long- and short-form variations, will launch throughout Fb, Instagram and YouTube, focusing initially on the U.S., France, Germany, China and Japan. Media is being dealt with by Amsterdam-based Ogilvy Social.Lab.