When JBL introduced its CordFail campaign a little over a year ago, it focused on funny, relatable moments in which people were thwarted by wearing corded headphones. Now CordFail is back and not only bigger than ever, but delightfully, comically absurd.
In this online and TV ad titled "CordFail Effect" -- it's set to debut on U.S. national television tomorrow -- one man's cord-related mishap spirals entirely out of control, unleashing a Rube Goldberg-ian sequence of calamity. Created out of BBH New York, and directed by Smuggler's Guy Shelmerdine, the ad will be accompanied by social media components across Twitter, Facebook, Instagram and Vine -- with five Vine influencers slated to reenact consumer CordFail submissions during the run of the campaign (Nov. 12-Dec. 18).
"Building upon the success of last year's CordFail campaign, we've amplified our engagement strategy across traditional and social media," Ralph Santana, EVP-Global CMO at JBL parent Harman International told Creativity, "and we believe that this new campaign is really going to resonate with our audience as we launch the JBL Everest Wireless Headphones and further position our brand as a leader in wireless audio."