A new campaign, called ‘The Game Will Never Sound the Same’, from Beats by Dre celebrates former co-founder and current athlete ambassador LeBron James’ debut for the LA Lakers.
Led by a television commercial that’s all about ‘waiting’ and ‘anticipation’, the creative features famous icons and scenes from LA – including plenty of palm trees and lowriders – and shows people gathering around taco trucks, getting haircuts in the backyard, walking under the city’s bridges and in its parks.
All this occurs whilst LeBron himself heads for the Staples Centre before settling in the locker room ahead of his Laker’s debut – sporting a pair of Powerbeats3 Wireless headphones – preparing for ‘Showtime’.
The spot, which debuted on TNT ahead of James’ debut, is set to the sound of TuPac’s ‘California Love’
The spot is amplified across the brand’s usual digital and social channels
The game will never sound the same. @KingJames #Powerbeats3Wireless pic.twitter.com/QspO9N1S2G
— Beats by Dre (@beatsbydre) October 18, 2018
and is supported by additional OOH executions.
The Game Will Never Sound The Same! @KingJames x @beatsbydre x Los Angeles pic.twitter.com/l9NXtyRmHv
— NBA (@NBA) October 20, 2018
Comment:
Other Beats campaigns featuring James range from its debut NBA official sponsor spot launched in September (see case study) to the 2015 ‘You Deserve The Best’ campaign (see case study) and ‘re-established’ in 2014 (see case study).
Of course, James isn’t just any old athlete endorser for Beats.
James penned a partnership deal with Beats back in 2008 which saw him agree to promote Beats in exchange for a minority interest in the company.
As an early investor in the business, he reportedly made around $30m when it was bought by apple for $3bn last May.
Probably the biggest equity cash payout for any professional athlete ever.
Links:
Beats
https://twitter.com/beatsbydre
https://www.instagram.com/beatsbydre/
https://www.facebook.com/Beatsbydre
https://www.youtube.com/user/Officialbeatsbydrdre
