Told through everyday protagonists, the campaign reframes audibene's smart hearing aids around self-determination, not deficiency — boiled down to one line: you decide what you hear.

The debut spot launched in 2023 and lifted unaided brand awareness by nearly 23%.

A 2024 follow-up spot turns the idea sideways: a man happily turns his hearing aid down to tune out a tiring neighbor, or a colleague's overlong story.

In November 2025, the campaign won a Bronze Effie in the David vs. Goliath category.