JBL Wants to Make Music Underwater the Next Big Thing

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Dolphins and whales come together in JBL's latest global campaign, proving humans aren't the only mammals who enjoy music.

The latest spots created by Detroit-based agency Doner look to promote JBL's new portable waterproof speakers, which can be submerged in water for up to 30 minutes while still playing music.

Doner, which created the award-winning #Cordfail campaign, continues its spin on blending humor with JBL's audio products.

"If you look at the line between the #Cordfail work and this work, at the end of the day, it is a product demo that is done in a way that will engage and amuse our target," said Kevin Weinman, executive VP and brand leader at Doner.

In a video titled "Water Dance," a couple on vacation are wowed as the new JBL Charge 3 continues to play music underwater. "This is the most amazing thing I've ever seen," a woman says, oblivious to the fact that fish, dolphins and whales are leaping out from the water behind her as the music plays underwater.

Brad Emmett, executive VP and creative director at Doner, said the latest spots continue the agency's "wink and a smile" approach in promoting JBL's new speakers. "We have created a voice with this client and they let us really push the work and get it out there in a way that is memorable," he said.

Although the new spots are shown in warm climates, JBL says winter is prime for new technology launches and holiday gift giving ideas. Meanwhile, the mass availability of quality music through smartphones and other connected devices has led to a bluetooth speaker boom, as sales for such devices is expected to hit $2 billion in 2016, up 34% from the previous year, according to the Consumer Technology Association.

The spots are set to air next week on MTV and FX. They will also appear during NBA games as JBL is an official sponsor, the company said.

Both speakers are IPX7 rated, a first for the company, which, in short, means the speaker will function in up to 3 feet of water. JBL is also promoting its Clip 2 speaker, which is smaller than the Charge 3.