Most advertisements in the world of tech are led by male protagonists, especially when it comes to displaying the power and strength of a product.
JBL, the audio equipment brand known for its speakers and headphones, has come out with a refreshing ad campaign that drives awareness for its active noise cancelling category in a unique way.
Titled ‘Mute The World’, the campaign promotes its noise cancelling headphones which allows users to mute the world and focus on things that matter to them. The campaign encourages consumers to block out their distractions, and not let anything come between them and their vibe.
Comprised of four short films, the series focuses on the visual manifestation of female power in a category that is otherwise dominated by men.
The first film is centered around the festive season, where JBL’s active noise cancellation feature is personified as an Active Noise Controller who is a strong woman who appears once the noise cancellation mode is switched on. Played by bodybuilder Mamota Devi Yumnam, the character comes to the rescue of those who need saving when they need their own space.
The choice of protagonist stands out, since men are usually chosen to portray strength and physical prowess. Thus, the campaign is not only clutter-breaking, but also positions JBL as a brand of the future that recognises the power of women and celebrates gender equality.
The other ads in the series will showcase moments of working from home, cutting sound chaos in public spaces, and more.
‘Mute The World’ successfully showcases how JBL headphones help users to adjust to different circumstances by allowing them to hear only what they want, while also making a positive point about how women are portrayed in advertising and brings about a fresh perspective.
