BBH New York Highlights Absurd ‘CordFails’ for JBL

By Erik Oster 

BBH New York promotes the convenience of JBL Wireless Headphones with a look at some absurd scenarios caused by “CordFails” in “CordFail Effect.”

The ad opens on a man getting the his headphone cord stuck on a door handle, which in turn sets off a disastrous chain of events. Among the repercussions are a runaway hotdog cart, an escaped tiger and a giant bowling ball rolling down the street. “Don’t let wires ruin your day,” conclude the voiceover. Another spot shows a headphone wire mishap involving a cab and the campaign also includes social media components across Twitter, Instagram, Facebook and Vine. Beginning today and running until December 18, a series of Vine influencers will reenact user submissions for “CordFail” ideas, in an effort to create a giant chain reaction (we’ve included a couple below).

“Building upon the success of last year’s CordFail campaign, we’ve amplified our engagement strategy across traditional and social media,” Ralph Santana, executive vice president, global chief marketing officer at JBL parent company Harman International told Creativity, “and we believe that this new campaign is really going to resonate with our audience as we launch the JBL Everest Wireless Headphones and further position our brand as a leader in wireless audio.”


Agency:BBH New York
Client: Harman International / JBL
EVP & Global CMO: Ralph Santana
Vice President, Global Marketing: Sean Kapoor
Vice President,Global Brand Development: Kheri Tilman
Director, Product Marketing: Jennifer Liang
Creative Chairman: John Patroulis
Chief Creation Officer: Ari Weiss
Consulting Company: Direct Focus
Creative Consultant: Barry Rosen
Executive Producer: Patrick Milling Smith
Executive Producer: Brian Carmody
Executive Producer: Allison Kunzman
Producer: Grace Bodie
DOP: Sebastian Pfaffenbichler
Executive Creative Director: Gerard Caputo
Copywriter: Evan Benedetto
Art Director: Daniel Burke
Head of Integrated Production & Technology: Carey Head
Head of Content Production: Kate Morrison
Senior Content Producer: Ryan Chong
Chief Strategy Officer: Sarah Watson
Strategist: Angela Sun
Communications Strategist: Megan Piro


Brad Emmett, Executive Creative Director
Sam Sefton, SVP Creative Director
Angelo Patrona, Associate Creative Director
Mark Adler, Associate Creative Director
Joe Knisely, SVP Broadcast Producer
Kevin Weinman, EVP Brand Leader
Jennifer Kohler, SVP Brand Leader
Libby Trese, Brand Leader

Erich Joiner, Director
Richard Weager, Producer
Nanu Segal, DP