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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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The new "Stream + Control + Share" campaign is the latest offering from M&C Saatchi LA in a continued partnership with VIZIO, one which includes past campaigns such as the 2018 “Kyber Dust” commercial celebrating the Star Wars: The Last Jedi tie-in. The digital media campaign showcases VIZIO’s integration with Apple Airplay 2 and HomeKit and celebrates the simplicity and ease with which people enjoy unique entertainment experiences.

VIZIO is among the first companies to offer both Apple AirPlay 2 and HomeKit capabilities on its VIZIO SmartCast TVs. The integration enables VIZIO customers to stream, control, and share their favorite content directly from their iPhone, iPad, or Mac to their VIZIO SmartCast TV, while the HomeKit integration allows for seamless smart home control. This innovation makes it simple for customers to control their content, home and work environments, and entertainment experiences in a way that is intuitive and easy to use. It is this easy, intuitive control that provided the inspiration for the creative campaign, with each piece of content bringing to life the expanded VIZIO SmartCast TV experience.

“Everything we do at VIZIO is focused on providing an enhanced entertainment experience for VIZIO customers – including our integrations with Apple AirPlay 2 and HomeKit now available across our VIZIO SmartCast TV collection. We are excited to partner with M&C Saatchi LA to bring the “Stream + Control + Share” campaign to life and showcase VIZIO SmartCast technology in a natural and fun way,” said Robynne Curry, Senior Director of Product Marketing at VIZIO.

“VIZIO has always been an industry leader, and their integration with Apple AirPlay 2 and HomeKit is just the latest example of that,” says Maria Smith, Executive Creative Director at M&C Saatchi. “We were incredibly excited to help bring this innovation to life in a way that was fun and relatable.”

Creative Agency: M&C Saatchi LA
Managing Director: Rebecca McGough
Creative Director: Norman Brown
Senior Copywriter: Julie Winch
Art Director: Victor Bernedo
Account Director: Jessica Gorelick
Account Coordinator: Sabrina Ballard
Director of Content Production: Tara Poynter

Production Company: DPM Projects
EP: Kesshann Cortez
Director: Cali Bondad
Director of Photography: Justin Kane

Editorial: M&C Saatchi LA
EP: Tara Poynter
Senior Editor: Daniel Roman

VFX: Massive Assembly
Producer: Amber Ventris
Artist: Jason Yeh

Color: Apache
EP: LaRue Anderson
Producer: Stephanie Schaldenbrand
Colorist: Quinn Alvarez

Audio: Margarita Mix
EP: Whitney Morris
Engineer: Jeff Levy

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