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Grey London Dances Like Nobody is Watching in New 'Get Closer' Campaign for Bose

The memorable new spot is directed by Jaron Albertin

Grey London Dances Like Nobody is Watching in New 'Get Closer' Campaign for Bose

Bose is launching a new campaign - ‘Get Closer’ - with two new spots breaking across the world for its QuietComfort 35 wireless headphones and SoundTouch wireless speakers, as well as a third US-only ad to mark its continuing NFL sponsorship. 

‘Get Closer’ embodies Bose’s culture of innovation and creativity, dedicated to getting you closer to the music and entertainment you love through engineering superior technology. With these products, Bose enhances the everyday experience of listening to music, eliminating any barriers, distractions or limitations to the sound. The inspiration for the campaign comes from a desire to connect these innovations to the emotion the products can evoke.  

Grey London devised the global campaign as well as a global spot for Bose’s QuietComfort 35 headphones, encompassing TV, VOD, OOH, digital and social. The striking 60’ film opens on a bird’s eye view of London with a surprising difference; the city is completely empty. Bereft of people, cars and noise. The silent streets are enchanted with one figure alone: dancer and performer Maëva Berthelot. The city is exclusively her stage as she steps effortlessly to the beat of Columbia signed artist, TALA’s ‘Alchemy’. The hypnotic track and transfixing contemporary routine, by renowned choreographer Simeon Qsyea, creates a visual poetry that keeps you mesmerised throughout. Maëva moves from the London Underground to Regent Street, Shoreditch markets to Piccadilly Circus where we find her dancing in her own idyllic, uninhabited world. The serenity created by the noise cancelling technology is thrown into sharp relief as the film snaps back to reality and we see Maëva surrounded by the hustle and bustle of Piccadilly Circus wearing her QC 35 noise cancelling headphones.

It breaks in North America on 15th October, followed by global markets including Europe, India, Japan and Australia. 


Advertiser: Bose

Creative Agency

Creative Agency: Grey London

Creative Director: Dominic Goldman

Copywriter: Jon Kallus

Art Director: Ash Ghazali

Producer: Emma Fasson

Executive Creative Director: Dominic Goldman

Assistant Producer: Jessie Gammell

Account Management: Katja Giannella, Justine Deighan, Oscar Flintoft, Andy Samuels

Planning Director: Alix Toothman

Media Agency

Media Agency: MediaCom

Production Company

Production Company: Smuggler

Director: Jaron Albertin

DOP: Mattias Rudh

Choreographer: Simeon Qsyea


Editor: Dominc Leung

Producer: Nick Fewtrell

Post Production / VFX

Post Production Company: MPC – Bruno Fukumothi


Audio Post Production: Wave – Jack Sedgwick

Music Sync: Soviet Science

Genre: Digital , Music & Sound Design , PR , People , choreography