Introduction

JBL has officially launched an exciting new campaign that highlights the incredible diversity and versatility of its latest generation of portable speakers, aptly titled “Made to be heard.” This innovative initiative comprises a series of five captivating short films created in collaboration with Havas London.

The Film Series

Directed by Youth Hymns, each 15-second film zooms in on Earth before seamlessly transitioning to showcase various individuals enjoying music through JBL’s portable speakers in different settings. This dynamic approach emphasizes the idea that JBL speakers can elevate any moment, no matter where you are.

Featured Speakers

Among the films, three specifically highlight the Flip 7 and Charge 6 portable speakers, demonstrating their unique features and robustness. One standout film features a traffic warden joyfully dancing on the road, effortlessly enjoying music amidst the hustle of city life, showcasing the speaker's powerful sound. Another advertisement giggles with five elderly women riding mobility scooters, as they connect their devices to the speakers, proving that great sound knows no age. The third film emphasizes the rugged durability of the JBL speaker, depicting it being kicked around during football practice yet still delivering stunning audio.

Partybox 520 Spot

In addition, another spot showcases the Partybox 520, where two garden revelers dance excitedly while a third person halts mowing the lawn to join the fun, highlighting the speakers’ ability to bring people together. The final film features a remarkable 15-hour showcase of a boy dancing, perfectly illustrating the impressively long battery life of JBL speakers.

Marketing Insights

John Livanos, senior vice-president of global lifestyle marketing at Harman International, expressed enthusiasm over the launch: “We’re thrilled to unveil JBL’s next generation of portable speakers with this playful suite of films. Each piece highlights distinct features, including dustproof capabilities, impressive battery longevity, and booming bass. Whatever your preferred way to enjoy music, there's a JBL speaker ready to meet the moment.”

Campaign Distribution

This vibrant campaign is set to run across various regions including EMEA, North America, and Asia-Pacific, reaching audiences through television, video on demand, social media, audio platforms, and outdoor advertising. Eye-catching visuals from the films will adorn out-of-home advertising spaces, with slogans that capture the essence of the products. One highlights the Charge 6 with the catchy phrase, “Takes hits, plays hits,” while another for the Partybox boasts, “Big sounds for big moves.”

Creative Direction

According to Mark Whelan, chairman and group chief creative officer at Havas UK, “JBL is a mainstream, beloved brand that embraces product performance with a lighthearted spirit. These delightful films are crafted to explain individual features in an entertaining and accessible manner.”

Conclusion

As JBL continues to push the envelope with innovative products and creative marketing, fans and newcomers alike can look forward to experiencing music like never before! Stay tuned for more sensational JBL campaigns that will surely transform your listening experience.