Player Fronted 'Feel' Ads Leverage Bose/NFL Alliance Via & Link To US Olympic Team Tie-Up

Bose leveraged its NFL sponsorship through an integrated campaign trumpeting how headphones and the power of music can elevate emotional feelings led by spots featuring Team Bose endorsers and NFL stars Larry Fitzgerald, Julio Jones and Russell Wilson.

The grid iron athlete ambassadors star in a set of three 30-second commercials in which they experience ‘an emotional moment’ enhanced by music and Bose: the core idea is that Bose headphones help you feel more deeply, no matter what you are experiencing or listening to.

The three commercials, which began airing in the USA in mid October, all close with the endline “However You Feel, Really Feel”.

The campaign kicked off with a TV spot called ‘Young’ – featuring veteran Arizona Cardinals wide receiver Larry Fitzgerald.

This was followed by two digital spots: ‘Charged Up’ starring Atlanta Falcons wide receiver Julio Jones (set to Gizzel’s “Get Loud For Me”),

and ‘Devoted’ fronted by Seattle Seahawks quarterback Wilson who shows how music fuels him and his devotion to his craft which means he never settles and is never satisfied.

These spots are also all being amplified socially across Bose’s digital and social channels.

.@DangeRussWilson shows us what being devoted feels like. #QC35 II #TeamBose https://t.co/PwCmt2q6RH pic.twitter.com/kHOyk2ELuG

— Bose (@Bose) November 10, 2017

Bose is the ‘official sound of the NFL’ and all three gridiron stars are members of the wider Team Bose stable of brand ambassadors: which also includes fellow NFL stars Julian Edelman, Carson Wentz, Le’veon Bell, Tyrod Taylor, Christian Mccafrey, Kirk Cousins, Brandin Cooks, Landon Collins, Malcolm Butler, Radnall Cobb and Jimmy Garoppolo.

Team Bose is hubbed around the brand’s NFL web page at https://www.bose.com/en_us/better_with_bose/nfl.html and the brand runs a range of NFL activations aimed at offers fans a chance to “Get close to #TeamBose all season long” and urges consumers to “Check back often and follow along to see what the pros are up to pre-game and postgame”.

The brand follows the stories of the sports stars “from the film room to the practice field, at home and at game time” and how these “world-class athletes rely on music to elevate every moment and enhance every feeling”.

The players feature in ongoing, season-long, game-related digital and social assets.

.@TyrodTaylor feeling focused on stopping the Saints. #TeamBose #NOvsBUF https://t.co/ndcbdG3j9n pic.twitter.com/9fqx1ZTx32

— Bose (@Bose) November 12, 2017

Noise down, focus up. @run__cmc is ready for the Falcons at home! #TeamBose #ATLvsCAR https://t.co/atj0QqtbE0 pic.twitter.com/g7og6EmUCU

— Bose (@Bose) November 5, 2017

Best of luck to the only QB with 7 wins on the season. Lets make it 8 today, @cj_wentz! #TeamBose #DENvsPHI https://t.co/atj0QqtbE0 pic.twitter.com/dpNsI3oX7Y

— Bose (@Bose) November 5, 2017

Plus the brand leverages the sponsorship for various other general,

Almost time for the #SNF primetime showdown in Detroit, as the @Lions take on the @steelers! #PITvsDET https://t.co/6njeTIMWI2 pic.twitter.com/R79QCeHCFQ

— Bose (@Bose) October 29, 2017

and specific promotions and marketing pillars: for example, for Veterans Day in November Bose used its NFL tie-up and player endorsers like Fitzgerald to front a cause led initiative

This month, we’re donating $1 per tweet to charities benefiting military vets & personnel! Support using #GiveThanksForService https://t.co/nsCupplzZJ pic.twitter.com/9aSNduT8l0

— Bose (@Bose) November 13, 2017

These NFL content pieces and activation assets tend to focus on relevant Bose products such as ‘earbuds that can handle sweat’, ‘headphones that block distractions’ and ‘speakers that get you pumped’.

Similarly themed activation also extends to Bose’s sponsorship with the US Ski and Snowboard team ahead of the upcoming PyeongChang Winter Olympics.

In October Bose debuted online spots debuted in October featuring athletes Mikaela Shiffrin, Kelly Clark, Alex Deibold and Devin Logan.

It’s tie-ups with the Winter Olympians are also linked to its NFL sponsorship via social channels.

Looks like @thekellyclark had a great time! #TeamBose https://t.co/zTQyOWA9pe

— Bose (@Bose) November 5, 2017

Olympic gold medalist & #Patriots fan @thekellyclark checking in before tonight's game. #GoPats pic.twitter.com/mzx2iXeK6g

— New England Patriots (@Patriots) October 23, 2017

Comment:

Bose uses its sponsorship to bring fans closer to the game and enhance their passion for the sport: its NFL work links to its ‘However You Feel, Really Feel’ tagline by linking football’s thrills in victory and renewed devotion in defeat to the emotions than run through the sport.

Indeed, Bose is increasingly building its work around sport and entertainment tie-ups with properties and stars: amongst its other alliances are deals with the Mercedes-AMG Petronas F1 team, driver Lewis Hamilton and beyond sport it has partnerships with musicians such as former One Direction star singer Niall Horan.

Bose has also integrated elements of this NFL activation into a new international campaign breaking in Canada, France, Germany, Norway, Sweden and UK from 1 November.

This work features the same theme, a similar approach and promotes Bose QC35 II’s.

But only the Fitzgerald-fronted ‘Young’ spot airs as part of this multi-market campaign and it is joined by three further (non sport) 30-second ads all also featuring someone experiencing an emotional moment that is made better by listening to music.

These other 30-second spots are “Alive”,

“Bliss”,

and “Hope”.

The videos were all shot in Vancouver and are set to a soundtrack composed by Oscar-nominated American pianist and composer Dustin O’Halloran.

The campaign was created by Lex Down, Jamie Starbuck, Andy Preston, Brian Platt and Samira Ansari at Grey London and directed by Miles Jay through Smuggler.

Links:

Bose

https://www.bose.com/en_us/better_with_bose/nfl.html

https://global.bose.com

https://www.youtube.com/user/Bose

https://twitter.com/bose

https://www.facebook.com/Bose

https://www.instagram.com/bose/

Grey London

http://grey.com/london

NFL

http://www.nfl.com/