Paul McCartney – the British rock legend Sir Paul McCartney for JBL’s ongoing ‘Hear the Truth’ campaign, a strategic multiyear strategy showcasing an evolving roster of some of the world’s top musicians who want their fans to listen to music as it was intended to be heard. The former Beatles member will star in the leading company’s branding campaign. McCartney is the latest addition to the long list of internationally renowned artists like Maroon 5 and Grammy award winner A.R. Rahman. According to Harman Middle East, the successful campaign, in the last 4 months, has helped drive in a 40 per cent increase in sales for the Middle East region. McCartney, who has confessed to being a life-long user of JBL equipment in the music studio, on tour and at home, starred in a special television spot that was showcased during this year’s edition of the Grammy Awards. The TV spot is being followed up with an extensive print and online campaign. JBL has also signed on as one of the sponsors for McCartney’s upcoming summer tour. The new ad will throw the spotlight on McCartney’s latest single, ‘My Valentine,’ which is taken from his latest album, ‘Kisses on the bottom.’ The commercial brings 'My Valentine' to life and JBL’s role in helping listeners hear the beauty and nuance of the music. The latest 'Hear the truth' ad was shot in London and was directed by Martin Campbell, who is best known for his work on the James Bond thriller 'Casino Royale.' Campbell also directed the 'Beautiful Sound' spot with Jennifer Lopez for Harman Kardon.