Is This the Worst (and Funniest) Headphone-Cord Mishap Ever?

JBL Shows You the Absolute Worst-Case Scenario in a New Online/TV Ad out of BBH New York

Published On
Nov 10, 2015

Editor's Pick

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."

Credits

Date
Nov 10, 2015
Brand:
JBL
Client:
JBL
Agency:
BBH-New York
Chief Creative Officer:
Ari Weiss
Chairperson:
John Patroulis
Director:
Guy Shelmerdine
Production Company:
Smuggler
Client:
Harman International / JBL
Executive Vice President, and Global CMO:
Ralph Santana
Vice President, Global Marketing:
Sean Kapoor
Vice President, Global Brand Development:
Kheri Tilman
Director, Product Marketing:
Jennifer Liang
Consulting Company:
Direct Focus
Creative Consultant:
Barry Rosen
Executive Producer:
Patrick Milling Smith
Executive Producer:
Brian Carmody
Executive Producer:
Allison Kunzman
Producer:
Grace Bodie
Director, Photography:
Sebastian Pfaffenbichler
Copywriter:
Evan Benedetto
Art Director:
Daniel Burke
Head of Integrated Production and Technology:
Carey Head
Chief Strategy Officer:
Sarah Watson
Executive Creative Director:
Gerard Caputo
Head of Content Production:
Kate Morrison
Senior Content Producer:
Ryan Chong
Strategist:
Angela Sun
Communications Strategist:
Megan Piro
Account Director:
Alex Monger
Account Executive:
Kerry Callaghan
Head of Business Affairs:
Sean McGee
Editorial:
Work Editorial NY
Editorial:
Cass Vanini
Senior Producer:
Sari Resnick
Assistant Editor:
Trevor Myers
PA/Runner:
Chris Delarenal
Visual Effects Partner:
Blacksmith
Executive Producer:
Charlotte Arnold
Visual Effects Supervisor:
Iwan Zwarts
2D Lead:
Iwan Zwarts
Compositor:
Dan DiFelice
CG Lead:
Tom Bussell
CG Artist:
Teemu Eramaa
CG Artist:
Lucas Georgescu
CG Artist:
Fred Burdy
CG Artist:
Richard Merrigan
Producer:
Cliodhna Long
Trace Visual Effects:
Rotoscoping
Telecine:
Sixteen 19
Colorist:
Andrew Francis
Producer:
Quinn Orear
Final DCP:
MPC
Colorist:
Mark Gethin
Music:
Q Deparment
Sound Design:
Henryboy
Sound Designer:
Bill Chesley
Executive Producer:
Kate Gibson
Audio Mixing:
Sound Lounge
Partner/Mixer:
Tom Jucarone
Audio Producer:
Mike Gullo

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Project Type