A Toronto-based hearing aid centre is using clever advertising to highlight failing hearing among baby boomers.
The simple commercial features a presenter in a white coat. However those who are deaf to the semi-sonic frequency of 14,000 hertz playing in the background will hear the voice-over, with others being subjected to 20 seconds of the piercing frequency.
Humans can hear between 20 and 20,000 hertz, with the top end of the range falling each year we get older.
The ad ends with a reveal of the hearing test to those who were oblivious to the sound.
An equally clever, new campaign from the same company has just been released. The new print ad is here.