Listen & Learn

Smart enough not to feel like a lesson.

Making complex technology understandable is one thing. Making people want to hear about it is another.

Here’s the formula: find a 300-pound NFL lineman earning a doctorate from MIT. Let him genuinely geek out on Bose technology. Bring in a few famous teammates. Then build enough stories to carry the idea through the season.

The contrast made complex technology feel approachable, credible and entertaining.

The idea extended across film, Bose.com, social, retail and editorial, turning one unexpected connection into a platform that could keep telling new stories.