Stamford, Conn. -
JBL is enlisting top international musicians to take part in a global "Hear The
Truth" ad campaign that will use TV commercials, print ads, radio clips, online
media and concert venue promotions in the brand's largest promotion campaign in
In the ads, the musicians will exhort
consumers to listen to music through products that reproduce music accurately
and in the way that the artist intended for it to be heard. The ads will also
mention JBL home, car, and pro audio products.
The campaign will "remind vinyl-loving brand
fans why they're so loyal while introducing JBL to a new generation who's grown
up on iPods," a spokesperson said.
Five artists will kick-off the multiyear campaign,
which launches in the coming weeks. The artists include Grammy-winning rock
band Maroon5 fronted by Adam Levine. The others include NightRanger, Styx, and
A.R. Rahman, the Grammy and Academy award-winning composer known for the song
"Jai Ho" from the film Slumdog Millionaire. He is also a member of the rock
band SuperHeavy formed by Mick Jagger. The fifth musician is Liu Huan, China's
"King of Pop, composer for several top Chinese television programs, and
performer at the opening ceremony of the 2008 Beijing Olympics.
Academy Award-winning director Barry Levinson
will film the commercials. The first commercial will feature Maroon 5.
During the campaign, JBL will use social media
to share behind-the-scenes video content from video shoots with the featured
artists. The clips will "showcase the commitment, artistry and vision that the
musicians bring to their craft so listeners and fans can `hear the truth,'" JBL
"At a time when
access to music has never been easier - our smartphones, portable music
players, cars and computers deliver songs on demand no matter where we are - it
has become increasingly important to focus on the core value of what music
means to so many -- quality sound," said Dinesh Paliwal, chairman, president
and CEO of JBL parent Harman. "The JBL brand is renowned worldwide by musicians
and sound engineers, and our mission is to ensure their musical integrity is
faithfully recreated through JBL products," he said.