These headphone ads poke fun at rivals' use of influencers

MullenLowe's first work for German brand Sennheiser bucks the trend

Published On
Sep 24, 2019

Editor's Pick

A new campaign from German audio brand Sennheiser pokes fun at rival brands' glossy efforts to use influencers to promote their products. 

The first work for the company by MullenLowe, the ads start off in the manner of other headphone brands (we're looking at you, Beats) with the products being pitched by celebrities in an "inspiring" manner. In one, a basketball player steps onto the court wearing headphones and telling us solemnly "to get to the top, you can't lose focus...that's why I always have my music playing." However, the action is abruptly interrupted as we see he's on a film set, as the sound guy comments, "Would you really take sound advice from a basketball player?" 

Another ad featuring a fashion model unfolds in a similar cliched vein, as she tell us the headphones help her forget the "cameras, crowds and the haters," while a social spot shows another basketball player who's actually revealed to be a DJ. The tagline is "When it comes to sound, image means nothing.”

 
 
 

The spots were filmed in Kiev, Ukraine and directed by British director Sam Pilling, who is known for his Run the Jewels “Nobody Speak” music video, via Pulse Los Angeles.

MullenLowe's SVP creative director Jon Ruby says: “We wrote scripts with the most clichéd voiceovers to poke fun at the astounding lack of audio credibility when it comes to typical celebrity endorsers promoting headphone brands.”

Media for the campaign, via Mediahub, includes online digital video and audio partners like Spotify. Additionally, MullenLowe Open designed an online and offline retail experience for the brand. 

Credits

Date
Sep 24, 2019
Client:
Sennheiser
Agency:
MullenLowe
Global Director of Consumer Marketing:
Virginie de Beco
Head of Marketing Execution:
Stefanie Reichert
Head of Media and Campaigns:
Jessika Petrusch
Campaign Manager:
Caroline Shumway
Head of Digital Marketing:
Nils Merker
Chief Creative Officer:
Mark Wenneker
Executive Creative Director:
Dave Weist
Executive Creative Director:
Tim Vaccarino
SVP Head of Integrated Production:
Zeke Bowman
SVP Creative Director:
Jon Ruby
VP Creative Director:
Myles Allpress
VP Executive Producer:
Josh Litwhiler
Associate Creative Director:
Tim Bildsten
Associate Creative Director:
Ryan Montgomery
Project Management Supervisor:
Jessica McLeod
Assistant Project Manager:
Ali Verga
Production Company:
Pulse Films
Director:
Sam Pilling
Executive Producer:
Davud Karbassioun
Line Producer:
Chris Harrison
Director of Photography:
Ben Fordesman
Production Designer:
Marco Puig
Post Production:
New York
Editorial Company:
Friendshop!
Editor:
Alex Pirrone
Assistant Editor:
Lily Kleinman
Production Service Company:
Radioaktive Film
Music Company:
Butter
Sound Design Company:
Plush
Sound Designer:
Carl Mandelbaum
Animation Company:
Glassworks
Managing Director:
Rebekah Pagis
VP Account Director:
Cameron Burnham
Account Supervisor:
Kate Thuma
Assistant Account Executive:
Charlotte Kinard
VP Group Media Director:
Alex Gordon
Business Director:
Charlotte Edwards
Associate Media Director:
Adam Telian
Account Manager:
Daria Malyarova
Media Planner/ Buyer:
Olivia Furniss-Roe
SVP Director of Business Affairs:
Kim Burns
VP Business Affairs Manager:
Maria Rougvie
Shopper Group Account Director:
Toby Laws
Shopper Account Director:
Louis Haskell
Shopper Planning Director:
Justyna Pospychala
Shopper Executive Creative Director:
Ben Knight
Shopper Senior Copywriter:
Gavin Nastili
Shopper Senior Art Director:
Rojan Munthe
Shopper Head of Activation Design:
Silvia Sella

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