September 5, 2025 – Today, Bose debuts its first dedicated brand anthem, a bold celebration of music’s power to transform ordinary moments. Guided by its belief that sound enriches experience, the brand highlights music’s ability to deepen emotion and heighten enjoyment in the new creative. Rooted in more than 60-years of relentless innovation, Bose has redefined how the world listens, delivering sound experiences for those who don’t just want to hear music but feel every note. Because life deserves music — and music deserves Bose, the namesake of the campaign.
The visual style of the spot begins with the before-music world. It illustrates the painfully awkward, flat, even comical moments where music is missing because nothing shows the power of sound quite like its absence. The creative features the uninspiring first steps of humans on Mars, an embarrassing first kiss moment, a chaotic commute to work, and a morning routine where the vibe is killed. But when music is incorporated, those same instances are transformed into epic scenes made infinitely better with sound. Just like Bose, passionate music fans know when the connection to music is so deep, it can alter the chemistry of any occasion into a momentous one.
The tone of the spot is set by the track “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). A Motown classic selected for its enduring and universal appeal, the song swells as it plays in the creative with the chorus acting as a powerful metaphor for how essential music is — and underscoring Bose’s role as the brand for music lovers, by music lovers. The iconic song was carefully tested and challenged to ensure the lyrics, classic vocals, and melody did the creative justice, and it was ultimately chosen for the meaning it carries across generations and genres.
“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 agonized 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.”
Bose’s campaign ad launches in full across broadcast media, streaming, online, and social platforms — primarily in the U.S. and U.K. — beginning on Sunday, September 7th during the MTV Video Music Awards. The spot will also be featured across Bose brand channels. Follow @bose to see more.
Bose is world renowned for its premium audio solutions for the home, on the go, and in the car. Since its founding in 1964 by Dr. Amar Bose, the company has been dedicated to delivering amazing sound experiences through innovation. And its passionate employees — engineers, researchers, music fanatics, and dreamers — have remained committed to the belief that sound is the most powerful force on earth; its ability to transform, transport, and make us feel alive. For 60 years, this belief has driven us to create products that have become iconic, changing the way people listen to music.
