Beats by Dre has corralled an impressive team of global sports stars and brand endordsers for a new brand campaign called ‘Be Heard’.
The international cast features no less than 23 big name athletes who have been brought together to front a marketing initiative that is spearheaded by a 60-second spot launched on 9 December.
The 23 athlete ambassadors, representing 11 different countries and 12 different sports, all wear Beats headphones and all are featured in an array of quick cuts and the spot closes with the line: ‘From the locker room to the stands, Beats inspires the world’s greatest athletes and fans. It’s time to make a statement. How will you Be Heard?’
Developed in harness with agency Anomaly, the all-star ambassador ad is set to The White Stripes’ track ‘Seven Nation Army’ – which has been adopted by some football fans as a goal-scoring anthem.
Amplified across all its digital and social channels from YouTube,
to Twitter
Time for the world to listen. Watch "BE HEARD" feat. "Seven Nation Army" by #TheWhiteStripes. https://t.co/2NRIWqOwrH pic.twitter.com/aQTUrhZcPk
— Beats By Dre (@beatsbydre) December 11, 2016
and with the Instagram assets including a full list of each participating athletes’ own social handle
The endorsers include footballers Cesc Fabregas, Eden Hazard, Diego Costa, Kevin DeBruyne, Antoine Griezmann, César Azpilicueta, Bastian Schweinsteiger and Thierry Henry, as well as US basketball super stars LeBron James and Kevin Durrant, NFL quarterbacks Cam Newton and Tom Brady, plus tennis legend Serena Williams, swimming icon Michael Phelps, UFC big mouth Conor McGregor, boxer Anthony Joshua and Owen Farrell, Simone Biles, Nigel Sylvester, Leticia Bufoni and the NHL’s Alexander Ovechkin.
The spot, which promotes Beats Studio Wireless, Powerbeats3 Wireless, and Solo3 Wireless, was directed by Max Malkin through Prettybird.
Comment
Strategically and creatively, this campaign follows on from the Apple-owned headphones brand’s now familiar advertising approach.
It strongly echoes previous commercials such as its football-led ‘Firestarter’ spot leveraging Euro 2016 (see case study),
and its ‘The Game Starts Here’ commercial starring several international rugby captains ahead of the 2015 Rugby World Cup (see case study).
Despite this following a well worn path, there still seems to be an appetite for this sort of approach: at least if the 1.8 million YouTube views in the spot’s first 24 hours is anything to go by.
Links
Beats by Dre YouTube:
http://www.youtube.com/beatsbydre
Beats by Dre Facebook:
http://www.facebook.com/beatsbydre/
Beats by Dre Twitter:
http://twitter.com/beatsbydre/
Beats by Dre Instagram:
http://www.instagram.com/beatsbydre/
Beats by Dre Google+:
https://plus.google.com/+beatsbydre
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