electronics

Sonos Takes On The Sounds Of Silence

Previously, wireless sound system manufacturer Sonos encouraged people to fill their homes with music. Now, the brand is taking on the other side of the equation, calling out silence as a problem. 

In a new campaign launching during the Grammy awards, Sonos is drawing attention to what it calls “The Silent Home.” The campaign is built on internal research showing that increasing screen-based isolation and hyper-scheduling are exacerbated by a lack of music. 

“The absence of music exacerbates these stresses and pressures of modern life,” Dimitri Siegel, Sonos’ global brand vice president, tells Marketing Daily. “In this new film and campaign, we’re taking the first step to fight this condition.”

advertisement

advertisement

The new commercial has shots of semi-dystopian imagery, where people are in apartments and homes either alone, or not connecting with the others around them. “Look at them,” a female voice says. “It wasn’t always like this. No, this is a new sickness: Everyone’s together, all alone.” As she decries this silence, she offers an alternative, hurling a Sonos speaker through a window as the words, “Wake up the Silent Home” appear on screen. The music changes to “Jailbreak,” by Thin Lizzy, and the scenes shift to people enjoying time together, dancing, eating, making out.

“The campaign builds on the conversation we started with ‘Music Makes it Home,’ where we undertook scientific research to show that music out loud at home makes life better and brings us closer together,” Siegel says. “But we felt compelled to got a bit deeper and try to understand why so many homes were losing that sense of joy and creativity and connectedness.” 

The ad will air on the Grammy’s this weekend and play globally “in high-impact places around shared events,” as well as in cinemas. The ads will also run in longer and shorter versions on digital and social channels, Siegel says.

Next story loading loading..