What makes you choose one speaker system over another? Harman International brand, JBL, and its agency, Havas London have identified it as authentic sound and design that aligns with who you are.
A hero commercial, magnificently styled and conquering the daunting task of appealing to a wide audience but also being cool goes a long way to putting your brand at the top of the list. And that’s exactly what Havas London has produced. It’s Havas’ first global product campaign with JBL, following a tightly contested pitch in 2022 that led to Harman appointing Havas as its global agency of record across all its brands and territories. The 30-second hero spot contains four vignettes, each embedding a speaker from the JBL Authentics range in one of four music genres, Hip-Hop, K-Pop, Funk, and Soul and Pop.
The campaign is underpinned by JBL’s known ability to amplify music and voices true to artists’ authentic sound. JBL products have powered countless concerts and collaborations with major artists over the decades, including Tomorrowland, Coachella, Woodstock, and the Grateful Dead’s Wall of Sound, and many of today’s hottest performing artists from around the world.
The full campaign is live on TV, print, OOH, and cinema, in a number of markets globally, including the US, EMEA and APAC.
Tamara Greene, managing director global brands, Havas Creative Network added, ‘’What a fun first brief with our Harman friends. It’s not often you get to truly transport yourself into the world of music fandom. We aimed to create super stylised, but authentic portrait environments that pull you in and make you want to know more. Yet the real star is the speaker and how it enables you to get lost in your own music world.’’
Credits
Client: Harman International (JBL)
Brand Manager: Michael Craig
Communications Manager: Vanessa Mering
Creative Agency: Havas London
Chief Creative Officers: Mark Whelan & Vicki Maguire
Creative Directors: Sam Daly & Rob Greaves
Copywriter: Alex Jones
Art Director: Emily Camacho
Managing Director: Tamara Greene
Business Director: Helen Jackson
Account Director: Alice Egan
Account Manager: Finn Quilter
Head of Production: Louise Bonnar
Agency Producers: Sarah Sharp & Elvin Musiriza
Production Director: Andrew Stevenson
Strategy Partner: Steve Pirrie
Strategist: Owen Black
Strategy Director: Jessica Sheehan
Design Director: Joshua Toogood
Production Company: Prose On Pixels
Head of Production & Executive Producer : Flo Clive
Producers: Rosa Junkovic & Tom Lacey
Director of Photography: Joel Honeywell
Production Designer: Oian Arteta
Wardrobe: Celia Arias
Production Company: Prettybird UK
Director of Photography: Lucrecia Taormina
Head of Production: Fiona Bamford-Phillips
Executive Producer: Paulette Caletti
Editing: Trim Editing
Editor: Ross Hallard
Post Production & VFX: Electric Theatre Collective
Colourist: Luke Morrison
Colour Producer: Oliver Whitworth
VFX Supervisor: Scott Ryan
Music & Sound: Sizzer
Media: Havas Media UK
Media Directors: Timothy Simko & Christina Kallmeyer
