These headphone ads poke fun at rivals' use of influencers
MullenLowe's first work for German brand Sennheiser bucks the trend
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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