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 years.
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 said.
"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.