JBL campaign showcases versatility of its ‘made to be heard’ speakers

JBL has launched a campaign celebrating the diversity and versatility of its next generation of portable speakers.

“Made to be heard” consists of a series of five short films and was created by Havas London.

The 15-second films were directed by Youth Hymns through A Running Commentary.

They all start with a quick zoom in on Earth, transitioning into showing people in various situations listening to music through the JBL speakers. 

Three of the ads feature the Flip 7 and Charge 6 portable speakers, showcasing different features of the products. In one of the films we see a traffic warden dancing on the road, vibing to the music which he can still hear through the noise on the streets, while another film shows five elderly women on mobility scooters linking up their devices. The third ad shows the durability of the speaker, despite being kicked around during football practice. 

Meanwhile, another spot, featuring JBL’s Partybox 520, shows two people dancing in the garden, while a third abandons mowing the lawn to join them. The fifth ad showcases how long the speaker lasts, featuring a boy’s dance showcase, which lasts more than 15 hours. 

John Livanos, senior vice-president global lifestyle marketing at Harman International, said: ‘’We’re thrilled to launch JBL’s next generation of portable speakers with this playful suite of films. Each is designed to showcase new features, including dustproof, long-lasting battery and booming bass. However you choose to enjoy the music you love, there’s always a JBL speaker ready to rise to the occasion.”

The campaign will run across EMEA, North America and Asia-Pacific on TV, broadcaster video on demand, social media, audio and digital as well as out of home. 

The out-of-home work consists of stills from the films. One of them, showcasing the Charge 6, reads: “Takes hits, plays hits” while the Partybox ad reads “Big sounds for big moves”.

Havas New York and Arena Media UK handled media. 

Mark Whelan, chairman and group chief creative officer at Havas UK, said: “JBL is a mainstream, popular brand with the ability to take its product performance seriously, but not itself. These little films are designed to explain individual features in a fun accessible way.’’

JBL’s previous campaign in 2023, “Authentic sound. Authentic you”, made by Havas London, celebrated different musical tastes while highlighting its smart speakers.