Creativity

Are These the Most Relatable Headphone Ads Ever? Watch 'Em and Weep (and/or Laugh)

JBL and Its Agency Doner Show What It's Like Living With Corded Headphones

Published on Oct 21, 2014

Editor's Pick

JBL teamed up with its agency Doner to create these two very funny TV commercials that show what it's like if you don't own JBL Bluetooth-enabled headphones, and are instead stuck dealing with old-fashioned corded models. "Epic Fail," above, will be sadly familiar to anyone who has ever forgotten they were wearing headphones that were plugged into something, while a sporty alternate version captures how maddening it is to have your cords in a tangle.

The dramatic soundtrack choices -- Coppelia's "Act I, No. 1 Valse, Moderato," above, and "Gonna Fly Now" (the theme from "Rocky") for the second spot -- wryly underscore the drama of the "fail" scenarios while hinting at a larger subtext. "The JBL brand is about elevating life at all levels and enjoying music as the backdrop to all the things we do," Ralph Santana, EVP-CMO at JBL parent Harman International, told Creativity. "It's about the experience -- making the everyday epic."

"This campaign might as well be a PSA for cord fails," Doner Co-CEO and CCO Rob Strasberg added. "JBL has changed our relationship with headphone cords forever. No more public humiliation!"

An integrated social-media campaign with activations on Snapchat, YouTube, Twitter and Vine (centered around Vine star Logan Paul) will encourage consumers to share their #CordFail stories for a chance to win "JBL Epic Experience" prizes.

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Credits

Date
Oct 21, 2014
Agency:
Doner
Client:
JBL
Executive Vice President, Chief Marketing Officer (JBL):
Ralph Santana
Vice President, Global Marketing:
Sean Kapoor
co-Chief Executive Offier and Chief Creative Officer (Doner):
Rob Strasberg
Executive Vice President, Executive Creative Director (Doner):
Brad Emmett
Senior Vice President, Brand Creative Director (Doner):
Sam Sefton
Art Director:
Michelle Musallam
Copywriter:
Jessye Hand
Copywriter:
Alicia Liken
Executive Producer:
Michelle McAuliffe
Executive Vice President, Brand Leader (Doner):
Kevin Weinman
Senior Vice President, Brand Leader (Doner):
Jim Vassallo
Production Company:
Pytka
Director:
Joe Pytka
Executive Producer:
Tara Fitzpatrick
Producer:
Grechen Siss
Editorial:
Homestead
Editor:
Charley Bender

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