I often discuss the interplay between brand marketing and performance marketing, as well as the intersection of the two combined. However, brand campaigns can blend together with product marketing in interesting ways as well.

That’s what Sennheiser's new campaign for their Momentum 4 Wireless headphones does exceptionally well. It’s a clever blend of humor and relatable storytelling, specifically highlighting the impressive 60-hour battery life. In partnership with Ogilvy Amsterdam, Sennheiser developed a campaign that taps into the universal experience of commuter fatigue that makes the feature benefit a little more relatable.

The campaign features candid shots of people napping on public transportation, showcasing the headphones' unwavering performance even when their owners are fast asleep.

The message is clear: while your battery might give out, the Momentum 4 Wireless headphones will keep going strong.

Shot guerilla-style with a handheld camera, the campaign captures the raw, authentic moments of commuting life. The viewer is invited to peek into the lives of fellow passengers, adding a touch of humor and relatability.

There’s a clear consumer goal communicated here, which is that people want to listen to music uninterrupted for hours. They’ve also incorporated a key human insight here that makes the message more emotional, showing how hard-working people who give it their all during the day simply fall asleep on their commute at the end of the day.

There’s a subtle aspirational quality to the creative as well, seeing people who give it their all and push themselves. It’s what we admire in other ads featuring famous athletes leaving it all on the court or on the field. Here, it feels a little closer to home as Sennheiser opted instead to show “normal” people exhibiting the same dedication.