Production began last week on a new advertising campaign for Gaes, the leading multinational for hearing aids.

We’re not only responsible for producing the television adverts but also implementing the change in campaign from its last successful slogan driven campaign: “Gaes. ¿Te lo repito?”

The new Gaes campaign brings with it a radical conceptual change, however the adverts continue to feature the famous actor Imanol Arias, recent protagonist of the biopic Vecente Ferrer and soon to immortalise Anacleto secret agent on the big screen. His international recognition and awards include the Concha de Plata at San Sebastian Film Festival, five Fotogramas de Plata, nine TP’s de Oro and two New York ACE awards.

The first advert is currently shooting on location in Gandia, Spain, and as well as Imanol Arias it includes the participation of real people with revealing personal stories connected to hearing. Gaes is one of a number of brands taking up the trend of featuring real testimony and public opinion in their advertising campaigns. How is this campaign different? The testimonials in this campaign truly are real, and not prompted, and our protagonists are ordinary and not famous people. You could say that the campaign is halfway between documentary and advertising.

We’re working closely with advertising agency RdC comunicació and commercial director Iago Blasi to realise the campaign. We’re really happy to be involved in this campaign with Imanol Arias and that Gaes continues to trust in the professionalism and criteria of Polar Star Films.