The NFL is in review for the first time in years, which isn’t a complete surprise given its new CMO and his history working with 72andSunny, wink wink.
While Grey New York defends one of its oldest accounts, however, the team is also making ads for one of the league’s partners: Bose headphones, which consolidated its global work with WPP across media, creative and digital in January.
In a new integrated effort to promote the QC35 II noise-cancelling model, Grey turns to both a big football star and a woman just trying to get some work done in in a public space.
First, Aaron Rodgers of the Packers wants to warm up before the big game in this crazy, overstimulated world. But he can’t do it unless everything else around him disappears—literally.
The second spot takes place very far from any pro football field; it was filmed at a real cafe in Buenos Aires. Art directors will probably be able to relate to the constant distractions facing this young woman who simply wants to make beautiful things.
Probably a freelancer. If she had a boss blasting trap music two feet from her cubicle, she might work at an ad agency.
The global campaign includes “a significant digital component” consisting of social media and banners.
The best part of Monday is Monday night. @AaronRodgers12 has been focused and ready all weekend long. #MNF #FocusOn #TeamBose https://t.co/26hc2R8zfU pic.twitter.com/0ZTh34KoUf
— Bose (@Bose) October 15, 2018
CREDITS
Agency: Grey New York
Client: Bose
Campaign: “Focus. On.”
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
AARON RODGERS
Production: Hogarth
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
CAFÉ
Production: Hogarth
Hogarth Exec. Producer: Tania Sethi
Hogarth Producer: Robert Mazze
Music Producer: Zack Polokoff
Production Company (location): MJZ (Buenos Aires)
Director: Juan Cabral
Director of Photography: Leandro Filloy
Editor (person & company): Emiliano Fardaus at Labhouse
Music/Sound Design (person & company): Gramercy Park Studios
Principal Talent: Brenda Borovich