Bose Is A Good Product, But…

Saatchi & Saatchi of New Zealand has released an interesting poster campaign for Bose – one of my favorite personal brands. I have many things Bose… media systems, headphones, SoundDocs, and even a vintage 1990’s edition of the original Bose Wave radio.

Even in the hands of a great agency like Saatchi & Saatchi – things can go awry when it comes to positioning a product. To wit, check-out these three examples from the campaign.
Why would you get punished for not paying attention in real life by using one of Bose’s sound cancelling headphones? Does this positioning really work? Or just make people think they don’t need the headphones because they may represent imminent danger?

Whatever the rationale…I think Bose could do better. Am I missing the point?

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