London, United Kingdom – Bose has released its first dedicated brand anthem, a campaign that emphasises the role of music in elevating everyday moments. The creative highlights scenarios that initially appear awkward or uninspired, such as a first kiss, a morning routine, or a commute, before transforming them into heightened experiences once music is introduced.
The spot is set to “You’re All I Need to Get By,” written by Nickolas Ashford and Valerie Simpson and performed by Aretha Franklin with The Royal Philharmonic Orchestra, from the 2017 album A Brand New Me. Bose said the track was selected for its universal appeal and resonance across generations.
“When bringing this campaign to life, our goal was to show how life without music is like a story without a voice. In the spot, you feel the stark contrast between ‘before’ and ‘after’ music – simple in idea, but impossible to ignore,” said Brian Carley, senior director and creative lead for Bose.
He added, “We agonised over the track, just like any music fan would when painstakingly crafting a playlist for someone they love. We wanted to ensure the choice echoes exactly what we believe in — that our brand and products are all music lovers need. Bose has always understood why music matters, and this creative we’re so proud of underscores that.”
The campaign will run across broadcast media, streaming services, online platforms, and social media, with initial placements in the United States and the United Kingdom. The ad is scheduled to debut on September 7 during the MTV Video Music Awards and will also be shared through Bose’s brand channels.
