The J.Lo effect
In partnering with Lopez—a brand in her own right, with global appeal—Dolby found a relationship rooted in synergy.
“There was quite a bit of serendipity in how quickly the partnership formed and, ultimately, the content we created together,” Pendleton said. “For example, the storyline behind This Is Me … Now: A Love Story focuses on love and true connection. With our campaign tagline and ethos being ‘Love More in Dolby,’ you can’t write it any better than that.”
The campaign has already inspired Lopez’s fans to create and share “then and now” video content on social, juxtaposing the former Fly Girl’s moves in the new spot with its 22-year-old predecessor.
“What separates a good from great campaign is tapping into cultural moments that consumers care about,” Pendleton added. “For us, it was critical that we launched both chapters of the campaign around key moments that were very special to both these artists and their fans, which happened to be the launch of their latest albums.”
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