This is a tricky TV spot that looks like a vision test, sounds like a rude awakening about your hearing.
It reminds me of an initiative from Fanta that I write about in my book, THE ON-DEMAND BRAND. It involved a mobile app where kids could press buttons to play audio clips that make fun of the adults in the room. The frequency was just high enough that nobody over the age of 21 could hear it. So kids had fun at the adults' expense, and the grown-ups were (suitably) clueless.
Kudos DraftFCBToronto for applying this kind of concept to something far more important.
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