• by Larissa Faw , September 27, 2019

Sennheiser and agency MullenLowe Group are poking fun at celebrity endorsers promoting headphone brands. Instead, the German-based premium audio specialist wants to celebrate real discerning listeners, like audio experts in the film industry.

Three spots in a new campaign parody specific endorsers — models, celebrity athletes and DJs — as they blather about their reasoning for being an audio influencer before the clip cuts to a real expert who skeptically asks, why would you would look to a model or athlete for advice?

The clips end with the campaign’s theme: “When it comes to sound, image means nothing.”  MullenLowe also developed the new tagline for the brand’s Consumer division, “Hear the Difference.”

Sample the work here.

The video content will be distributed across targeted on-demand and online video partners such as Hulu, You Tube, Instagram and Facebook combined with display partners such as HighSnobiety, Uncrate MIQ as well as audio partners Spotify, Radiolab, Pandora and DAX. In addition, there will be retargeting across the funnel with various partners such as CNET, Facebook, MIQ, YouTube and Amazon.