Bose celebrates the power of music in first-ever brand anthem

Bose has unveiled its first dedicated brand anthem with the launch of its “Music deserves Bose” campaign, spotlighting music’s ability to elevate everyday moments.

The campaign, which marks a creative first for the audio brand, leans on over 60 years of innovation to reinforce Bose’s belief that sound can transform ordinary experiences into memorable ones. According to the brand, the anthem is aimed at listeners who don’t just want to hear music, but feel every note.

The near-two-minute ad opens with a “before-music” world, depicting awkward and flat moments, from first steps on Mars and an embarrassing first kiss to chaotic commutes and uninspiring morning routines. Once music kicks in, those scenes are elevated into epic, cinematic experiences, illustrating the difference Bose sound can make.

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Accompanying the visuals is a rendition of Aretha Franklin's You’re All I Need to Get By and The Royal Philharmonic Orchestra. Selected for its enduring appeal, the Motown classic underscores music’s universality and serves as a metaphor for the essential role of sound in everyday life.

The campaign launched across broadcast, streaming, online, and social media channels in the US and UK on Sunday, timed with the MTV Video Music Awards. Bose’s own brand channels will also feature the creative.

“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.

“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.”

Other music platforms are also tapping into the emotive power of song. Spotify recently launched its global “Fan life” campaign to celebrate the passion and cultural value of music fandoms, featuring film photography of seven major global fan groups tied to artists including Chappell Roan, Doechii, Oasis, Olivia Rodrigo, ROSALÍA, SEVENTEEN, and Turnstile. The campaign highlights unique fandom traditions, from pink cowboy hats for Chappell Roan fans to butterfly and star-shaped stickers for Olivia Rodrigo followers.

Meanwhile, Amazon Music, in collaboration with WPP, marked World Cancer Day with its “Louder than cancer” campaign. Developed alongside WPP’s Grey Health, talent marketing agency FIMI Group, and Amazon Ads Brand Innovation Lab, the initiative uses music to inspire hope for millions affected by cancer.

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