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Bose New Campaigns from Grey New York Featuring QB Aaron Rodgers

Bose is launching a new, integrated advertising campaign in support of their QC35 II noise-cancelling headphones.

The campaign includes global work as well as creative developed specifically for Bose’s partnership with the NFL in the US. The campaign is based on the idea that Bose QC35 II noise cancelling headphones allow people to eliminate noisy distractions around them, and help them focus on what’s important to them—whether that be music, their work or anything else they love. The themeline of the campaign is “Focus. On.”

In the U.S., Bose is bringing this theme to life on behalf of its NFL sponsorship in a commercial, titled ‘Focus. On. Aaron Rodgers,’ which features veteran Green Bay Packers quarterback Aaron Rodgers during his pre-game warm up. In this situation, Bose headphones allow him to eliminate the noise of competing fans so he can prepare for the game and focus on the positive – the lone Green Bay fan in the stadium. https://youtu.be/aqoZl3VJxx8

The global commercial, titled ‘Focus. On. Café,’ relates to all of those who try to work or create in the hustle and bustle of every day life. In the midst of a busy day, you see a woman who is able to focus on creating beautiful designs because of Bose QC35 IIs ability to make distractions “disappear.” https://youtu.be/HLdEdFNy8Q8

The campaign will also have a significant digital component that features banners and social media, all with the same “Focus. On.” theme.

The creative development of these spots was led by Grey New York. ‘Focus. On. Café’ was shot in Buenos Aires and features music by Nosaj Thing. It began airing in the U.S., U.K,, France, Germany and Norway on October 14th.

‘Focus. On. Aaron Rodgers’ was shot in Los Angeles and features music by Kelly Finnigan, began airing in the US in early October.


Chief Creative Officer: John Patroulis
Deputy Chief Creative Officer: Jeff Stamp
Group Creative Director: Samira Ansari, Brian Platt
Art Director: Cara Cecchini
Copywriter: Mia Rafowitz
Account Team: Hope St. Clair, Gina Peyko, Katie Reynolds

Hogarth Exec. Producer: Tania Sethi
Hogarth Producer: Robert Mazze
Music Producer: Zack Polokoff
Production Company (location): MJZ (LA)
Director: Phil Joanou
Director of Photography: Adam Kimmel
Editor (person & company): Akiko Iwakawa-Grieve at Rock, Paper, Scissors
Music/Sound Design (person & company): Collin Blendell
Principal Talent: Aaron Rodgers

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