JBL

Four subway wraps. Four genres of music. One shuttle full of rush-hour commuters who didn't ask to be advertised to.

The brief was JBL's annual takeover of the 42nd Street shuttle—the train New Yorkers ride for exactly ninety seconds. So every line had to work at a glance, in a crowd, over someone's shoulder. We gave each car a genre and let the copy do what the music does.