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Top 6: May 28th 2025
Ambient
JBL: The Unreturnable PartyBoxTop 6: May 28th 2025
Return culture is out of control – from 'wardrobing' to weekend-only speaker rentals, brands have been quietly absorbing the hit. The campaign is built around a funny (and frustrating) trend: customers buying JBL PartyBox speakers for the weekend… and returning them on Monday once the party is over. This time, JBL isn’t just quietly updating policy – they’re making it a cultural moment with a 9-foot, 1000-lb speaker at the forefront. Just in time for graduation party season and summer on the way. 'Unreturnable PartyBox' positions the PartyBox as more than a product – it’s the unforgettable party MVP. Through high-energy storytelling and a wink at gen z’s rental mindset, the campaign flips the script with a confident brand voice, immersive content (shot at a real college campus and frat house with unsuspecting co-eds), and unmistakable JBL attitude targeting a real college student who had purchased, used and then returned a JBL PartyBox. The campaign is topped off with a tongue-in-cheek cameo from Former Pro Football Player and Hall of Fame Return Specialist, Devin Hester that anchors the campaign’s message: you don’t return the life of the party.
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