We’ve been working with the splendid Connor, Jamie, Alex and Kevin to show the nation how to “block out unwanted noise” with Sony …

This week we signed up the “Four Lads in Jeans” (aka Connor, Jamie, Alex and Kevin) as “poster boys” for Sony’s incredible WH-1000XM4 noise cancelling headphones.

The socially-led PR campaign has got a lot of people talking. For all the right reasons.

The lads, 2021’s most popular internet meme sensations, have received relentless trolling over the last year. However, they have expertly turned their experience into a positive; becoming a success story by blocking out negativity, overcoming hate and using their platform to help others.

Who better to promote Sony noise cancelling headphones than these four inspiring individuals who have shown the value of blocking out unwanted noise?

To amplify the campaign, research uncovered the nation’s changing social media habits; revealing that 39% of Brits are spending over three hours per day scrolling during lockdown. What’s more, nearly two thirds of Brits believe the pandemic has increased the likelihood of people typing comments they’d never say face-to-face.

Alongside the lads therefore, Professor Dr Mark Griffiths, Psychologist and Professor of Behavioural Addiction at Nottingham Trent University, offered guidance on making your social media experience a more positive one.

All while noting that the headphones allow listeners to fully immerse themselves in their favourite music and block out unwanted noise.

Jamie, Connor, Kevin and Alex posted social content highlighting their involvement in the campaign. The posts have received a lot of love from their fans, including Radio 1 DJ, Chris Stark who commented “bloody good headphones tbf!”.

We landed coverage across titles from Radio X and the Independent through to MSN and the Daily Star, as well as an interview with Press Association. We’re up to an impressive 130+ pieces … and counting.

A positive activation which highlights the importance of simply blocking out the negative noise online and in everyday life.

It’s stirred up a healthy debate, but is also proof that from negative context a positive sentiment can land.