Perich Sounds Off for Harman Speaker Brands

New print ads for Harman International’s speaker lines from Perich + Partners take different approaches for the different brands.

A largely black-and-white, two-page spread for Pro Sound features Carlos Santana and breaks in January issues of Rolling Stone and Entertainment Weekly, and in February issues of Sound & Vision, Home Theater and GQ. Half of the ad is an intensely fo-cused Santana with the copy: “Carlos Santana listens to Miles Davis on JBL monitors at SoundCity Studio, Van Nuys, CA.” The other half of the ad is a young woman with a similar expression and the copy: “Liz Kelly listens to Santana through 2-way JBL 926 Studio Series speakers in her Ann Arbor dorm room.”

One-page versions of the ads will continue through June in the same magazines, said Brad Jurgensen, managing director of Ann Arbor, Mich.-based Perich.

Two ads for the SoundGear product feature bold, colorful graphics and break in December issues of Sports Illustrated, Rolling Stone, and ESPN Magazine, January issues of Cosmopolitan and Self, and February Teen People. Copy of one reads: “Get that noise violation you’ve been hoping for,” while the other concludes: “Because rock bands don’t fit into bedrooms.”

The agency also has created a print ad for the Infinity Kappa Marine speakers as well as a branding ad for JBL that doesn’t focus on one particular product.

The campaign will continue through June in a schedule that includes those magazines plus youth lifestyle magazines like Freeze, Surfer, and Transworld Stance, music publications like Spin, Vibe, and Revolution, and video gamer magazines like Game Prom, Jurgensen said.

Perich handles the JBL, Infinity and Harman Kardon brands and has worked with the Woodbury, N.Y., company since October 1996. Harman spends an estimated $10 million annually on the three brands.