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Bose “Alive” 2017

Bose “Alive” (2017) is a Bose commercial directed by Miles Jay for Grey, produced by Smuggler. It won 3 awards, including British Arrows 2018 Craft Gold — Performance and DGA 2017 commercials — nominee (Miles Jay).

A young man finds solace and joy in his Bose headphones, transforming mundane moments into vibrant experiences, highlighting the power of sound to change perception.

Video: Miles Jay on Vimeo

Frames

  1. A young man sits alone at a table in a dimly lit, crowded party, looking around at other partygoers dancing and socializing.© Bose0:00
  2. A young person walks down a dark school hallway, silhouetted against the brighter end, as other students walk past them.© Bose0:15
  3. A young man with headphones on rides a scooter down a suburban street at dusk, looking up with a smile.© Bose0:21
  4. Bose “Alive”, shot 3© Bose0:31
  5. Bose “Alive”, shot 3© Bose0:40
  6. A young man walks down a sidewalk in a suburban neighborhood at dusk, with text appearing on screen.© Bose0:50
  7. Bose headphones are shown in a dark studio, then the text "OUR MOST POWERFUL YET" appears, followed by the Bose logo and "GET CLOSER".© Bose0:55

Stills © Bose. Made by Grey, Smuggler and Miles Jay.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Bose headphones transform ordinary moments into extraordinary, personal experiences.

Tagline: “GET CLOSER”

loner finds joymusic as escapetransformation through productcontrast of inner and outer worldeveryday hero

The cut

Length
61 s
Shots
5
Average shot
12.1 s

What creatives use Bose “Alive” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Bose “Alive”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young man sits alone at a table in a dimly lit, crowded party, looking around at other partygoers dancing and socializing.© BoseA young person walks down a dark school hallway, silhouetted against the brighter end, as other students walk past them.© BoseA young man with headphones on rides a scooter down a suburban street at dusk, looking up with a smile.© BoseBose “Alive”, 0:31© Bose
    Frames from Bose “Alive”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Bose “Alive” in order, with its length, framing and what happens in it.

    A young man sits alone at a table in a dimly lit, crowded party, looking around at other partygoers dancing and socializing.© BoseA young person walks down a dark school hallway, silhouetted against the brighter end, as other students walk past them.© BoseA young man with headphones on rides a scooter down a suburban street at dusk, looking up with a smile.© BoseBose “Alive”, 0:31© BoseBose “Alive”, 0:40© BoseA young man walks down a sidewalk in a suburban neighborhood at dusk, with text appearing on screen.© Bose
    Length: 61 s · Shots: 5 · Average shot: 12.1 s

  3. 03Ad ideas: every spot built on a music as escape

    Before you present an idea, you need to know who has done it, and how.

    Bose “Alive” is built on a music as escape. Search the library by idea to see every spot that uses it.

    Beats by Dre “Some Play, Others Glide”© Beats by DreApple “AirPods – Bounce”© AppleSony “For the Music”© SonyBose “Your Music Deserves Bose - The Dare”© Bose
    Beats by Dre · Apple · Sony · Bose

More commercials by Miles Jay

  • Meta "Secret Santa" (2026) commercial still© MetaMeta “Secret Santa” 2026Dir. Miles Jay · Droga5Creative Circle Gold 2026
  • Squarespace "Calling JohnMalkovich.com" (2017) commercial still© SquarespaceSquarespace “Calling JohnMalkovich.com” 2017Dir. Miles Jay · JohnXHannesEmmy (Outstanding Commercial) 2017
  • The Prince's Trust "Parallel Lives" (2017) commercial still© The Prince's TrustThe Prince's Trust “Parallel Lives” 2017Dir. Miles Jay · CHI & PartnersAICP Awards Winner 2017
  • OpenAI "Dish" (2026) commercial still© OpenAIOpenAI “Dish” 2026Dir. Miles Jay · Isle of AnyCiclope Bronze 2026
  • Zeiss "Mona" (2025) commercial still© ZeissZeiss “Mona” 2025Dir. Miles Jay · Jung von MattClio Awards Bronze 2025
  • Heineken "Daniel Craig vs James Bond" (2020) commercial still© HeinekenHeineken “Daniel Craig vs James Bond” 2020Dir. Miles JayEurobest Bronze 2020

More from Grey

Award-winning tech commercials

Questions

Who directed the Bose “Alive” commercial?

Miles Jay directed it, produced by Smuggler, for the agency Grey.

Which agency made Bose “Alive”?

Grey created it for Bose (2017).

What awards did Bose “Alive” win?

3 awards, including British Arrows 2018 Craft Gold — Performance, British Arrows 2018 Silver — Electronics and DGA 2017 commercials — nominee (Miles Jay).

What is the tagline of Bose “Alive”?

“GET CLOSER”

Sources for the credits and awards

en.wikipedia.orgbritisharrows.comLBB