It's known for luxury audio visual equipment, but Bang & Olufsen is aiming at a slightly different audience of young, urban professionals with its contemporary B&O Play brand.
In this ad for Beoplay H5 wireless bluetooth headphones, it sets out to explain how music affects the brain. An old-fashioned scientific-type voiceover contrasts with lavishly-filmed vignettes of young, active and beautiful people living life to the full, and it's all well put together by B-Reel Films director Magnus Hardner. The approach is intelligent and thoughtful, in contrast to the uber-cool efforts of competitors such as Beats by Dr. Dre.
According to the agency, the brand aims to provide active people with headphones that are fashion forward, but still with the Bang & Olufsen foundation of quality design, sound performance, and craftsmanship.
The campaign will air online and in stores globally.