NFL QBs Mahomes, Rodgers & Wilson Team Up With Bose To ‘Rule The Quiet’

To promote its flagship Quiet Comfort Earbuds, NFL Official Sound Partner Bose flooded its marketing zones with Super Bowl winning NFL quarterbacks with an integrated October campaign called ‘Rule The Quiet’.

Athlete ambassadors and NFL star quarterbacks Patrick Mahomes (Kansas City Chiefs), Aaron Rodgers (Green Bay Packers) and Russell Wilson (Seattle Seahawks) feature in a multi-spot campaign focused on how the earbuds help the players concentrate and focus during preparation, practice and planning in the high-pressure NFL fishbowl.

Initially launched on 6 October and running through the first half of the 2021/22 NFL season, the spots were shot by Directors Chai Vasarhelyi and Jimmy Chin (who won Oscar winners for the climbing documentary ‘Free Solo’) and set to the sounds of Vo Williams’ ‘Greatness’.

As the various creative executions showcase the stars practicing, preparing and planning, the work states that when it comes to gameday what they all have in common is a pregame ritual to focus minds and unlock their flow states and that Bose QuietComfort Earbuds are part of that ritual.

The underlying message of the campaign which was developed with Stept Studios and Ace Content, is that the product’s ‘noise cancelling technology’ and ‘game-changing sound’ help the players focus before taking the field.

“When elite athletes are about to compete, they block everything else out and dive into their own flow state of ultimate concentration,” said Nick Martini, Founder and Creative Director at Stept Studios. “Bose noise-canceling headphones allow them to block out the madness of the locker room and envision what they want to happen on the field.”

The campaign was commissioned and briefed by a Bose marketing team which included Jim Mollica (Chief Marketing Officer), Karen Goodman (Executive Creative Director), Martin Dluzansky (Creative Director), Billy Krolick (Copywriter), Jorge DeCorral (Art Director), Nichole Hynes (Executive Producer), Chris Gumm (Director, Product Planning) and Courtney Delude (Marketing Campaign Planner).

It was developed by a team at agency ACE Content which included
Justin Barocas (Executive Producer), Carlos Naude (Executive Producer),
Jon Zast, (Executive Creative Director), Dani Dufresne (Producer) and Gabrielle Schaefer (Business Director).

With production handled by a group at Stept Studios which included Head Of Production Mac Hedges, EP Alexis Celic, Head Of Marketing & Development Meredith Rodriguez, Marketing Manager Vanessa Wasano, Creative Director Nick Martini, Directors Chai Vasarhelyi and Jimmy Chin, Director Of Photography Paul Theodoroff,Producer Sean Lyness, Production Manager Ryan Blitzer and Production Coordinator Celine Bot. The photographer was Matthew Coughlin

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