As if Serena Williams, LeBron James, Simone Biles and Odell Beckham Jr weren’t enough for an athlete ambassador led ad, an April 60-second spot from Beats By Dre stars a team of no less than 17 A-List athletes.
The campaign, created in partnership with agency Zambezi, is led by a hero commercial which creatively is based on the simple concept of keeping the camera centered on the brand’s Powerbeats Pro wireless earphones throughout.
Thus enabling the spot to accomplish two goals seldom reached simultaneously: to feature a star stable of sports celebrities, whilst also keeping consumer attention focused on the product.
It is the gravity-defying athleticism of multiple Olympic gold medal winning US gymnast Biles, plus the skills of skateboard and snowboard legend Shaun White, the gravity-defying bravery of climber Miho Nonaka and many more skills that drive home the main message that these headphones remain firmly in place through pretty much any and every athletic activity.
The campaign promoting the new Powerbeats Pro
Introducing the new, totally wireless #PowerbeatsPro.
Coming soon in black, navy, moss, and ivory.
— Beats by Dre (@beatsbydre) April 3, 2019
is led by a spearhead video is supported by a set of digital and social creative content.
Zero wires to hold you back. Unleashed. #PowerbeatsPro
— Beats by Dre (@beatsbydre) April 16, 2019
The full list of athlete ambassadors appearing in the ad are (in order of appearance):
• Simone Biles, Gymnastics
• LeBron James, Basketball
• Serena Williams, Tennis
• Ramla Ali, Boxing
• Miho Nonaka, Climbing
• Shaun White, Skateboarding
• Jasmine Perry, Ballet
• Leticia Bufoni, Skateboarding
• Odell Beckham Jr, Football
• Rudy Trobrillant, Running
• Anthony Joshua, Boxing
• Alex Morgan, Soccer
• Owen Farrell, Rugby
• Ben Simmons, Basketball
• Eden Hazard, Soccer
• Zoe Smith, Weightlifting
• Kevin Rolland, Skiing
Beats worked with creative agency Zambezi (Los Angeles), while media was handled by Haworth Media (Los Angeles) and digital media by PMG (Fort Worth).
LA agency Zambezi’s Beats’ relationship dates back a few years and comes as beats shuffles and agencies and spreads its work amongst them (other Beats creative agencies in recent years have ranged from Anomaly, Hustle and R/GA to Havas and We Are Social).
The hero commercial was helmed by Hiro Murai and was set to a new track called ‘Saw Lightning’ by Beck.
The campaign editor was Luke Lynch via Parallax, colour was by Ricky Gausis of MPC
Music: Beck, “Saw Lightning”
Comment:
Most marketers would be over the moon to get an opportunity to work with such an impressive team of sporting skills, but packing so many sports celebrities into a single spot isn’t necessarily a formula that leads to quality creative.
But in this case, our opinion is that it most definitely did.
Links:
Beats By Dre
https://twitter.com/beatsbydre
https://www.instagram.com/beatsbydre/
https://www.facebook.com/Beatsbydre
https://www.youtube.com/user/Officialbeatsbydrdre
Zambezi
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