The seven plays running in Australian hearing ads

“WANTED: Australians over 60 to trial this hearing aid at home for 90 days. The catch? There isn't one — no application, no shortlist, every order gets the trial. $1,618 instead of [CLINIC QUOTE], backed by a 3-year warranty.”

1. Talking head (talent 60+) reads the WANTED line straight down the barrel, holding the sealed Clarion box up beside their face like a job notice.
2. Macro insert: hands lift the aid out of the box and rest it on one fingertip next to a 10-cent coin so the size does the talking.
3. Talent fits the aid behind their ear, turns side-on to camera and asks 'spot it?', then holds up a plain printed card reading '90-day trial · 3-year warranty · $1,618'.

Test: The WANTED casting-style opener vs a plain 'Try it at home for 90 days, $1,618' opener on the identical body — judged on cost per purchase, not clicks.

“[TOWN]! Before you drive to a hearing clinic and pay [CLINIC QUOTE], have a look at this. $1,618, posted straight to your door — no clinic, no appointment, and 90 days at home to make up your own mind.”

1. Presenter direct to lens holding the sealed Clarion box delivers the opening line, then records a back-to-back run of alternate town names in the same take so the editor cuts one master into every geo version.
2. Macro insert: the aid sitting on the presenter's fingertip beside a 10-cent coin, then tucked behind their ear and effectively invisible — the size demo carries the beat with no spoken claim.
3. Unboxing on a plain kitchen table: lid off, contents laid out one by one, presenter holds up a printed card reading '90-day home trial. 3-year warranty.', then slides the box into an Australia Post satchel to land 'posted to your door'.

Test: Run the [TOWN]-swapped open against one generic national open ('Regional Australia!') on cost per purchase, to prove the geo swap itself earns the extra ad-set overhead before scaling it across the town list.

“Hearing aids aren't cheap — and we're not going to pretend otherwise. What we can do: $1,618 instead of the clinic's [CLINIC QUOTE], and 90 days to change your mind. Don't suit you? Send them back, money back.”

1. Talking-head at a kitchen table: presenter holds the sealed Clarion box and delivers the hook straight down the lens, no music, no graphics until the price placeholders land as on-screen text.
2. Macro insert: the aid resting beside a 5-cent coin in an open palm to show size, on-screen text limited to '90-day trial' and '3-year warranty' — nothing else.
3. The re-box beat: presenter packs the aid back into its box, closes the lid and slides it across the table to camera — 'that's what changing your mind looks like' — making the return feel as easy as the unboxing.

Test: Test only the first three seconds: risk-reversal lead ("90 days to change your mind") versus price-gap lead ("[CLINIC QUOTE] versus $1,618"), identical body and shots.

“This is a genuine quote from an Australian hearing clinic — [CLINIC QUOTE] for a pair of hearing aids. This pair is $1,618. I'm going to show you exactly what turns up in the box — and you get 90 days to decide for yourself.”

1. Talent at a plain table slaps down a printed, genuine clinic quote (Michael supplies it, clinic name and personal details blurred, total visible) and stands the Clarion box beside it; punch-in on the two numbers side by side.
2. Macro teardown of the box: lid off, device lifted out onto an open palm, then held against a 5-cent coin and tucked behind the talent's ear to show the size — slow, well-lit, no cutaways needed.
3. Talent straight to camera with the device in hand states the only terms: 90-day trial, 3-year warranty — wear them at home, at the club, at dinner, and if they're not for you inside 90 days, send them back; end card shows $1,618 vs [CLINIC QUOTE].

Test: A/B the hook's lead: open on the clinic quote and the price gap versus open on the 90-day trial ("you get 90 days to decide"), judged on cost per purchase, not clicks.

“The only eligibility check for these hearing aids? An Australian letterbox. No clinic, no waiting room — $1,618 delivered to your door, 90 days at home to decide, instead of the [CLINIC QUOTE] you'll hear at a clinic.”

1. Talking head straight down the barrel, aid pinched between thumb and finger beside a 5-cent coin for scale, delivering the letterbox line.
2. Macro unboxing on a plain kitchen bench: lid off, aid lifted out, charging case clicked shut — hands and product only, no faked reactions.
3. Talent fits the aid and turns slowly to full profile — 'spot it if you can' — then holds for the end card: 90-day home trial, 3-year warranty, $1,618.

Test: A/B the opening line only, same body and end card: the postcode-flip hook ("the only eligibility check is an Australian letterbox") versus a price-anchor hook ("Quoted [CLINIC QUOTE] at a clinic? Watch this before you pay it").

“If "sorry, say that again?" has become your catchphrase — or the telly's crept up to a volume the neighbours can vouch for — you don't need a clinic appointment to do something about it. Clarion hearing aids come straight to your door: $1,618 instead of the [CLINIC QUOTE] a clinic will quote you, with a 90-day trial and a 3-year warranty.”

1. Talking-head: presenter delivers the hook straight to camera at a kitchen table, holding a TV remote and clicking the volume up while an on-screen volume bar climbs — the behaviour is acted out with a prop, no customer required.
2. Product macro: the hearing aid sits in the presenter's open palm, then is held beside a 10-cent coin and tucked behind their ear in one slow push-in, so the size claim is shown, not stated.
3. Unboxing close: hands open the box on the table — device, charger, spare domes laid out — ending on a card that reads "90-day trial. 3-year warranty. $1,618."

Test: Swap only the first three seconds: hook A names the "say that again?" habit versus hook B naming the loud-telly habit, identical body and offer, and let spend follow whichever behaviour more 60+ Australians recognise as their own.

“The clinics have the experts — we're not going to pretend we do. What we've got is a hearing aid for $1,618 instead of [CLINIC QUOTE], posted to your door, 90 days to try it at home, 3-year warranty.”

1. Talking-head: talent delivers the hook straight down the lens against a plain wall, holding the closed Clarion box at chest height, and sets it on the table on the last line.
2. Macro size demo: the aid sitting in an open palm, then placed beside a 20-cent coin on the tabletop, slow push-in — no words, just how small it is.
3. Unboxing spread: hands open the box and lay every item out in a row, then tap the box's return address while the talent says the only two promises — 90 days at home to decide, 3-year warranty — and closes with "if it's not for you, post it back."

Test: Test the hook order: concession-first ("The clinics have the experts…") versus price-first ("[CLINIC QUOTE] at a clinic. $1,618 here.") with identical shots and close.