Famous Last Words : Bose Ads Created by BozosSeptember 2013 By Denny Hatch
Many years ago, my first novel was bought for the movies (no film was ever made, alas) and Peggy and I blew the option money on a Bang & Olufsen Beomaster 2400 stereo rig. Included were the magnificent receiver/amplifier, giant speakers and turntable. The B&O line is not only eye candy—so elegant it was exhibited at New York's Museum of Modern Art—but also produces a rich, gorgeous sound.
The Bose Conundrum
While our B&O was continually delighting us, I kept coming across ads for Bose radios. These looked to me like the kind of slick plastic junk offered during—and just after—World War II.
The copy message was upbeat and effusive. But not believable:
Our best all-in-one music system that delivers room filling performance no matter what you play!
Advanced audio technologies fine-tune the sound for clarity and consistency even at loud volume levels, in large rooms.
In all the years I read Bose ads, I never bought into the copy. It was impossible, I thought, that a little piece of plastic could deliver concert hall quality sound. For starters, it did not have external speakers. The sound had to be ordinary at best.
To my mind, this was all Madison Avenue "creative" hype. I would have happily bought a Bose rig for the office if it lived up to the copy.
World Class Ad Copy by Accident!
What follows are the most powerful two paragraphs of advertising copy ever created for Bose Corporation. It was not by an agency copywriter. Rather, it was from Amar G. Bose's obituary by Glenn Rifkin in The New York Times. It is the work of a superb journalist whose job is to relate who, what, where, when and how. I think you'll agree it is far more informative than the tons of Madison Avenue crap typified by the smartypants blind ad seen in the mediaplayer to the right.