Every Word Matters
Disability is badly depicted in the media. You're either a depressing example, unable to look after yourself, or you're a freaking superhero running the marathon with your eyes closed. But as with all things, the middle ground is usually closer to the truth. So the ambition for this ad was the show a unique use for active noise-cancelling headphones that positions them as more than just a luxury for people who are listening to classical music on planes, and at the same time show disability in a new light.
INT. A CROWDED TUBE CARRIAGE AT RUSH HOUR
A YOUNG WOMAN is jammed into a crowded tube carriage. She’s crammed in between many commuters with her Gucci bag tucked up into her arm. She wears expensive designer sunglasses.
TUBE BREAKS SQUEAL
The tube comes to a stop. The commuters brace.
DOORS HISS OPEN. AN INDISTINCT VOICE MUMBLES OVER THE TANNOY.
The young woman looks up. She reaches towards her ear where she’s wearing BOSE noise-cancelling headphones.
DOORS HISS CLOSED.
The train pulls away from the station.
TRAIN WHEELS SQUEAL
The woman touches her headphones activating the noise-cancelling feature.
THE SOUNDS FROM THE TRAIN DIE FADING INTO THE BACKGROUND
The train pulls up at the next station.
ROBOTIC VOICE
You have arrived at Moorgate Station.
The train pulls away.
ROBOTIC VOICE
The next station is Bank, your final stop.
The train pulls into the next station.
DOORS HISS OPEN
ROBOTIC VOICE
You have arrived at Bank Station.
The woman steps out of the carriage. She reaches into her bag and pulls out her white cane - the type used by blind people to navigate. She turns to the right and walks out of frame swinging the cane as she walks.
FADE OUT:
PRODUCT SHOT AND LOGOS
VOICEOVER
Bose Active Noise Canceling In-Ear
Headphones. When every word matters.
END