JBL x Central Cee – "Commitment Issues"

Objective

ADTV Creative secured a high-impact product placement for JBL and Central Cee’s. We successfully integrated JBL Club One headphones into the visual narrative of Central Cee’s "Commitment Issues", a music video that became a defining moment in UK rap culture. By placing the product naturally within the video’s storyline, we ensured seamless brand visibility without disrupting the artistic integrity of the content.

Strategic approach

  • Authentic Integration: Rather than a forced placement, the JBL headphones was positioned as an organic part of Central Cee’s world, aligning with his lifestyle and the video’s aesthetic.

  • Cultural Credibility: JBL was embedded in a moment that resonated with UK youth culture, reinforcing the brand’s connection to the music and lifestyle space.

  • Long-Term Visibility: Unlike traditional ads, the product placement continues to gain exposure as the video racks up views over time, delivering sustained brand impact..

Results & Impact

  • The JBL Product placement in "Commitment Issues" music video amassed over 83 million views on YouTube, 867k likes, 11k comments.

  • Generated millions of impressions across Instagram, TikTok, and Twitter, with JBL subtly positioned in the video.

  • Contributed to JBL's ongoing efforts to build brand affinity within UK youth culture, enhancing its association with influential music talent.

  • The video received widespread press coverage, reinforcing JBL's commitment to supporting music and youth-driven campaigns.

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