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Bose has released a TV ad to promote its television sound systems. The company created the work in-house. The ad shows a family transfixed by a singer on their TV and, as the song continues to play, then switches to a group of men watching football in their living room. It first aired in Italy in September and is slated to roll out across the US and the UK later this year. The work was created by Jimmy Ashworth and Ed Grasso, and directed by Peter King through Outsider.