Sonos just turned up the volume on its pitch to audiophiles with a batch of TV commercials featuring the likes of St. Vincent, Rick Rubin, Q-Tip and Gary Clark Jr. The ads focus on various products from the speaker maker, with stylish voiceovers courtesy of the artists.
With Otis Redding's "Send Me Some Lovin'" playing in the background, St. Vincent's ad asks "now what?" given that everyone has every song at their fingertips. "Music's meant to be heard out loud," she declares. "Where your life happens, where you dance, where you love and where you live. When everyone has every song ever written, what matters most is how you listen."
Q-Tip's ad is soundtracked by "We Gon Turn It Out" by SoulChef Feat. Jas Mace & Internal Quest and shows off the Sonos home app. "I spent my life collecting thousands of albums. Now the kid down the block has the same collection that I do. Am I mad? Am I upset about it? Nah. Maybe a little."
Clark Jr. makes one thing clear in his bluesy clip for the wireless sound system: "Music is not a house plant. It shouldn't just stay in one room. If I want blues, I want it in the whole house."
While the others only get 30 seconds, Rubin gets a solid 60 in his ad for Sonos' Trueplay speaker tuning software, which lets you tune your home speakers to fit each room. "Every room sounds different and every environment that the speaker goes into affects the sound of the speakers," he says, with Angus & Julia Stone's "Death Defying Acts" playing overhead. "Now you can do the same thing at home that we do in the studio. I can think of no better feeling than to close your eyes and disappear into the music."
In July, Q-Tip spoke with Billboard about his relationship with Sonos and revealed that Rubin and Hans Zimmer were also on board in undefined ways. "I offer my opinion on the products, on the actual sound," he said of his role. "I offer my opinion, my insight, on the integration. How it could work with the average listener. I have ideas about how to get that message out. I offer my opinion on marketing. It's kind of all over the board.
Earlier this year, Sonos expanded its partnership with music streaming service Deezer to provide the CD-quality streaming to Sonos customers.