Ad of the Day | Amplifon Unveils "The Special Test Rooms," A Global Campaign Celebrating Better Hearing

Jan. 19, 2026

Amplifon today launches “The Special Test Rooms”, the new global campaign that creatively and originally captures the extraordinary feeling—the “wow moment”—people experience when they hear well again, improving their quality of life and fully enjoying everyday emotions with their loved ones.

Developed by the New York-based agency SMALL, produced by Skipless / Movie Magic Int., directed by Andrew Lane and supervised by VA Consulting as Advisor, the campaign is built around a candid camera format featuring real Amplifon customers. Unaware of what awaits them, participants enter a special Amplifon center created exclusively for the project, where they are invited to try a new invisible hearing device. The candid camera immediately captures their authentic reactions: genuine amazement at rediscovering the clarity of sound, with an instant “wow moment” made possible by Amplifon technology.

In the commercial, after an initial phase of calibration and customization of the device, guided by a real Amplifon expert, customers are invited to an unexpected experience: access to a “special test room”, located behind an iconic red door inside the center. Once they cross the threshold, each participant finds themselves in a familiar environment, featuring faithful reconstructions of real places filled with emotional value: a living room at home, a daughter’s apartment, a school theater, a favorite restaurant, a Latin music bar. In these spaces, customers reunite with their loved ones and, together with them, test the new hearing devices, marveling at the results and rediscovering the pleasure of hearing and sharing authentic moments.

The campaign was filmed in Milan’s Bovisa district, where a one-of-a-kind Amplifon center was built from scratch, complete with street-facing signage and realistic recreations of the most familiar places for the customers. The set was designed to make the listening experience in real life immediate and tangible for the campaign’s protagonists. An anticipation of the new everyday life that awaits them. In total, ten unique rooms were created, each designed and personalized for a specific client.

“The Special Test Rooms” represents the natural continuation of “A Special Hearing Test”, the campaign launched in 2024, which also used a candid camera format featuring real Amplifon customers undergoing a hearing test. While the first chapter focused on the initial diagnostic phase, this new campaign centers on the moment customers enter the audiology center to try hearing devices for the first time and discover their impact on their lives.

The campaign goes on air today in Italy, with a media plan spanning TV, digital, and social media. Over this year, it will also roll out across other European countries, as well as in the United States and Australia.

With “The Special Test Rooms” and in line with the brand positioning “It’s not just your hearing. To us, it’s your life”, Amplifon reaffirms its commitment to showing that hearing well again—thanks to innovative devices and the support of its experts—means not only improving hearing, but also about rediscovering the ability to fully enjoy relationships, emotions, and the moments that make everyday life truly special.