Bose has launched a new advertising campaign celebrating its latest innovation, the Bose Ultra Open Earbuds, featuring a diverse lineup of global artists. Titled “Hear It All. All The Time,” the campaign offers a unique behind-the-scenes look at musicians preparing for their big moments while highlighting the earbuds’ advanced features.
The campaign, which debuted during the MTV Video Music Awards, showcases artists such as Tyla, Central Cee, BLACKPINK’s LISA, and Don Toliver. In the promotional short film, these musicians are depicted in various pre-show scenarios, wearing the new Bose earbuds. The film provides a glimpse into their preparation rituals and emphasizes the earbuds’ innovative technology.
The Bose Ultra Open Earbuds are designed with the company’s proprietary OpenAudio technology, allowing users to enjoy their music while remaining aware of their surroundings. This feature is particularly valuable for those who want to stay connected to the world around them without compromising on sound quality.
The earbuds offer two distinct listening modes: “Still” and “Motion.” The “Still” mode is ideal for situations where the user is stationary, such as sitting or lying down. Conversely, the “Motion” mode adjusts the audio to move with the listener, ensuring a consistent and immersive listening experience even while on the move.
This new product follows previous endorsements by high-profile athletes such as Manchester City and England national team footballer Jack Grealish, and NFL star Justin Jefferson. The collaboration with musicians further strengthens Bose’s position in the wearable audio market.
Raza Haider, Bose’s Chief Product Officer, emphasized the company’s commitment to enhancing the listening experience. “We knew people wanted a way to listen to their music while still being connected to the world around them,” Haider said in a press release. “We set out to completely reimagine the future of wearable audio and deliver a better, more beautiful, and comfortable solution to provide the best of both worlds. The Bose Ultra Open Earbuds do just that. Now you can enjoy your music and life all at the same time.”
ADVERTISEMENT
Artists featured in the campaign shared their positive experiences with the product. Don Toliver praised the earbuds for their comfort and reliability, noting, “Sometimes you can forget it’s there, but it’s not going anywhere.” Tyla also commended the earbuds’ stylish design.
The campaign, created by Partners in Crime Creative and directed by Courtney Philips, consists of a 30-second spot that captures the artists in their natural environments. The film opens with Tyla in her dressing room, enjoying music with her Bose Ultra Earbuds while her stylist prepares her outfit. Central Cee is seen relaxing in his hotel room with a cup of tea, listening to music through the earbuds. On a tour bus, Toliver is shown hanging out with friends, also wearing the earbuds. Finally, LISA is depicted preparing for rehearsals, bobbing her head to the music.
As the film progresses, the artists are called by their agents to get ready for their performances. Each artist responds with, “Sounds good,” as the screen fades to the campaign slogan, “Hear it all. All the time.”
Central Cee, who has previously starred in campaigns for Nike and luxury brand Jacquemus, adds another high-profile endorsement to his resume with this collaboration.
By enlisting some of the music industry’s biggest names, Bose aims to leverage their extensive fan bases to boost awareness and recognition of its Ultra Open Earbuds. The campaign underscores Bose’s continued commitment to innovation and its role as a leader in the audio technology sector.
