• by Danielle Oster , Yesterday

 

Bose imagines a world without music in its first dedicated brand anthem campaign, “Music Deserves Bose.”

The campaign introduces a series of scenarios drastically improved by the introduction of music, from morning commutes to an awkward first kiss. It also imagines humans taking their first steps on Mars without an accompanying soundtrack. The spot concludes with each scenario set to music, alongside the tagline “Music Deserves Bose.”

The soundtrack for the ad was an important piece of the puzzle, with the ad set to "You're All I Need to Get By" (written by Nickolas Ashford and Valerie Simpson) as performed by Aretha Franklin and released shortly before her death in August 2018.

In a release announcing the campaign, Bose said  the Motown classic was “carefully tested and challenged” to ensure it was the right fit for the creative message, and ultimately chosen for “the meaning it carries across generations and genres.”

“When bringing this campaign to life, our goal was to show how life without music is like a story without a voice. In the spot, you feel the stark contrast between 'before' and 'after' music -- simple in idea, but impossible to ignore," Brian Carley, senior director and creative lead for Bose, said in a statement. "We agonized over the track, just like any music fan would when painstakingly crafting a playlist.”

Bose introduced “Music Deserves Bose” Sept. 5 on its own channels, before fully launching the campaign on, Sept. 7 during the MTV Video Music Awards. The campaign is running across broadcast, streaming, online, and social media platforms, primarily focused on the U.S. and U.K. The appeal to serious music lovers also highlights the brand’s newly announced, second-generation Bose QC Ultra Headphones.