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SPECSAVERS | THE MISHEARD VERSION | 2024

Testing a Nation's Hearing With a Mishearing / SPECSAVERS "THE MISHEARD VERSION"

They had Rick Astley re-record "Never Gonna Give You Up" with the lyrics deliberately swapped for commonly misheard versions, then released it with no explanation at all. It got 20 million plays in 8 hours. At Cannes it won six Lions and two Grand Prix. It was the first time a PR agency had won the PR Lions Grand Prix on its own.