Makes Even Trash Talk Sound Good
Bose · 360i · 2016 · Role: Creative Director · Awards: AMP Award 2016, Ad Age Creativity Editor’s Pick
Wrote, recorded, and released 20 custom music videos in a single day. Generated 44.4 million impressions and 26,000 engagements, picked up by Adweek, MediaPost, and PSFK.
How do you crash the Super Bowl without paying $5 million for a 30-second spot?
Bose was the official headphone of the NFL, but had never done anything around the Super Bowl. We had a real deadline and no broadcast budget.
The week before Super Bowl 50, fans were busy throwing petty insults at each other’s teams. All that noise was free. So we turned it into music.
The idea
We pulled the best trash talk tagged #LetsHearIt and turned each tweet into a full song, from country ballads and southern gospel to funk and Norwegian black metal. Musicians, singers and a film crew sat on standby in the Bose studio. Every finished video went straight back to the fan who wrote the insult.
Nothing proves “Bose makes anything sound good” like a gospel choir roasting the other team’s quarterback.
And finally, my personal favorite: a black metal track that got “banned” fearing it would open demonic portals across New England.
What I did
Led the team that came up with the idea, then pitched and sold it to Bose.
Worked with strategy to find the sweet spot: real fan trash talk and Bose’s promise that it makes anything sound good.
Led the creative day to day, and built a production line with musicians, singers and a film crew fast enough to beat the news cycle: pull a tweet, write the score, record it, shoot it, post it.
Shipped 20 tracks in 24 hours, without buying a single TV slot.
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