Spread The Jam, 2012, :60, U.S.

The bummer about listening to music is that it's no longer a collective experience. We have our ear buds jammed permanently in our earholes and that's that. But HMDX is out to change that with its Jam Bluetooth Wireless Speakers.

Connect your mobile, ipad or ipod (who has an ipod these days?) or any bluetooth capable device and bam. Instaparty in the streets.

This is the brand's first advertising effort, courtesy of Woods Witt Dealy & Sons. It was directed by Anthony Mandler, who has also directed music videos for such notables as Lana Del Rey and Jay-Z.

In the spot we see our demographic, city kids, hanging out in the city doing nothing. you know. the usual. Until one kid on a skateboard comes to save us all by yelling "Spread the jam," and giving us a not-so-subtle product demonstration of the Jam speakers. And then! Kids throw jam. On each other. On cars. On squares (read: people with jobs) in suits. Kinda like a Disney version of Occupy Wall Street.

You'd think with all this jam throwing the actual product would get dirty. But nope, throughout the spot it remains clean and unjammed (per client's request, no doubt). It's all set to some euro-dancey kinda sorta but not really dub-steppy kind of beat that I'm sure is some latest song by someone somebody cares about but I don't.

You know, I can't help but think this feels a lot like the adidas Originals work that has come out over the last four years. The difference though is that in the adidas work, there are celebrities, and everyone at street party doesn't stop their jamming to cheer after a huge banner ad rolls down the side of a building.

Chief Creative Officers: Harry Woods, Gill Witt
Art Director: Anais La Rocca
Copywriter: Bevan Mahoney
Producers: Broadcast: Hyatt Choate Print: Jeff Greenberg
Dir. Account Services: Phyllis Dealy
Account Supervisor: Paolo F. Sarno
Production Company: Black Hand
Director: Anthony Mandler
Typography Illustrator: Pablo Delcan
Web Designer/Engineer: Dan Gearity
Web Production Co: Daughter Productions