As the 2022/23 basketball season approaches its climax in the USA, audio brand JBL leveraged spiking hoops excitement with a campaign for its Endurance Peak 3 headphones fronted by former NBA champion and MVP Giannis Antetokounmpo called ‘Peaks On Peaks’.
Conceived by Havas owned creative agency Annex 88 and developed with production house Fela, the campaign was helmed by Director Jackson Tisi and sees the Milwaukee Bucks super star showcase JBL’s latest wireless in-ear sports earphones by musing on the role and power of music in his everyday life.
Led by an anchor spot, the creative blends high contrast and creative effects to form a rich, moody film full of symbolism which opens with a shot through basketball hoop halo leading to an on-court snowstorm. The ad aims to illustrate how music helps the power forward ‘do what he does and reach the levels of excellence he’s come to be known for’.
The film highlights the athlete ambassador’s approach to his personal goals: proposing that greatness is not measured by a single mountain climbed, but by the continued journey and the love of the process itself. It sees the Greek star move from one figurative summit to the next: finding inspiration and rhythm through the music he listens to along the way.
The underlying message idea is that ‘greatness is within arms’ reach through commitment, drive, and the right earphones’.
The ‘JBL x Giannis Antetokounmpo Summits’ film rolled out from 10 April across TV, digital and social channels in 60-second and 30-second edits and in both classic and vertical formats.
“Music is a tie to memories and our past,” commented Director Jackson in the campaign PR. “I wanted to use surreal and cinematic visuals to showcase the power of the JBL sound, with spotlights and strobe effects, playing with proportions, and using rich colour to create visual depth. Ultimately, the film is an exploration of Giannis’s mind, life, and subconscious, as we listen to his innermost thoughts.”
The client brand was JBL where the team was led by Marketing Director Bill Wyman, while the creative agency team at Annex 88 included Chief Creative Officer Andre Grey, Creative Director Reggie Van Nurden, Executive Producer Joe Maire, Business Team Members Suzanne Voss and Terry Phan, Managing Director Elena Grasman and Account Directors Karen Propp and Quinn Levin.
Production, post- and VFX were by Fela with Director Jackson Tisi, Executive Producers Taj Critchlow and Fuliane Petikyan, as well as Director Of Photography Aiden Ulrich, Editor Nick Yumul and Colourist Aubrey Woodiwiss. Additional post-production was handled by Cameo FX with VFX Artist Sergii Mashevskyi.
Comment
This spot blends a highly stylized creative approach with product messages about superior sound, reliability and durability as it aims to engage with a young, fashionable NBA fanbase.
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