Audio, including car audio, is finally getting a mega TV, radio, print and online campaign.
JBL is launching the largest ad campaign in its history, to span 4 long years, to promote all forms of audio including car audio, starting with ads featuring Maroon 5, which currently has one of the top 5 singles on iTunes.
The first ad can be seen below, highlighting a speaker dock and pro speakers.
At least one of the initial Maroon 5 ads will include a car speaker and subwoofer box on the band’s tour bus, said Chris Dragon of Harman global marketing
The “Hear the Truth” campaign has a “Got Milk” flavor because it shows different artists all talking about the same theme–making music that can be heard on great audio equipment. It starts with Maroon 5, Styx, Liu Huan (hit star in China) and Night Ranger (80’s band), but as many as 30 artists may be featured over the course of 4 years.
“It’s a shot in the arm for the consumer electronics space outside of TVs and cellphone, which are the only two categories I see in consumer electronics on TV,” said Dragon. “So it’s a call to wake up consumers again on what they are missing.”
He adds, “This is kind of the ‘Got Milk’ of the consumer electronics space. It’s a major investment, many times over what we’ve spent before…we’re going to generate billions of impressions.”
All forms of audio will be highlighted in the ads. “Car audio is called out,” said Dragon. “It’s all about getting people engaged and excited about the best listening experience possible not matter where they do it: on their head, in the car and in the house. As we roll out more advertising, you’ll see this campaign move in and out of specific categories.”
Academy Award-winning director Barry Levinson is directing the commercials which began airing in prime TV spots Wednesday.
Source: Harman
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It’s great to see JBL taking this type of stance! Not to mention some good ole bands added to the mix attracting a different age demographic. Good job JBL…
Outstanding , thanks JBL from our entire industry ! maybe other companies will step up .
BRAVO !!!!!!
JBL should be appauded and recognized for doing what most have not. Put it on the line. It will be interesting indeed to see if sound quality can be marketed. I believe that it can. Cheers!