Harman International Industries announces that Sir Paul McCartney will star in the next phase of JBL’s “Hear the truth” brand campaign. A television spot featuring McCartney will debut February 12 during the 54th Annual Grammy Awards with a print and online campaign to follow.
“JBL is synonymous with great sound and has consistently met the standards for my music,” says Sir Paul McCartney. “I’ve used JBL’s professional equipment throughout my career as a recording artist and touring musician. I want my fans to ‘Hear the truth,’ and that’s what JBL delivers.”
The new “Hear the truth” ad will feature McCartney and his new single, “My Valentine,” from the album Kisses on the Bottom, which was released February 7. The commercial brings the story behind McCartney’s “My Valentine” to life and JBL’s role in helping listeners hear the beauty and nuance of the music. The “Hear the truth” ad was shot in London in January and is directed by Martin Campbell, best known for his work on the James Bond thriller Casino Royale, and who also directed the “Beautiful Sound” spot with Jennifer Lopez for Harman Kardon. The “Hear the truth” campaign was developed by Detroit agency Doner.
Additionally, JBL will be a sponsor of McCartney’s upcoming summer tour.
“Music fans should not settle for good enough when it comes to listening to their favorite artists. They should not have to sacrifice the quality of the music for the sake of convenience that comes with digital music,” says Dinesh C. Paliwal, Chairman, President and CEO of HARMAN. “The JBL ‘Hear the truth’ campaign is about acoustic quality and features artists who want their fans to listen to music as it was intended to be heard. Sir Paul McCartney is the ideal representation of why great music has lasting impact and the importance of high-quality sound reproduction. JBL is held in high esteem worldwide by musicians, and our goal is to faithfully recreate their music through JBL products.”
McCartney received a star on Hollywood’s Walk of Fame on February 9, and commemorated his new record with a live streaming performance from the famed Capitol Studios. On February 10, the 14-time Grammy Award winner will be honored as the 2012 MusiCares Person of the Year. The award celebrates McCartney’s exceptional artistic achievements and philanthropic work.
“In many ways consumers have unknowingly traded sound quality for the convenience of listening to digital music,” says HARMAN Chief Marketing Officer Jeff Willard. “Our message to consumers is that you don’t have to compromise sound quality when you ‘Hear the truth’ with JBL. We know that artists like Sir Paul McCartney are putting everything they have into creating great music—and it is time for you to hear it.”
HARMAN launched “Hear the truth” for JBL in September with a multimedia campaign featuring Maroon 5 and international superstar A.R. Rahman. The company states that it will announce additional prominent artist agreements throughout 2012.