Beats Reshoots Prodigy's 'Firestarter' In Player-Led Euro 2016 Ambush Activity

Beats by Dr is once again using athlete ambassador led ads to ambush a major sports event and for Euro 2016 it has re-imagined The Prodigy’s famous ‘Firestarter’ music video by replacing the band with a team of soccer star endorsers in a new spot running under its ‘B Ready’ campaign.

The central film features an impressive line-up of footballers starring in UEFA Euro 2016: including France’s Antoine Griezmann, Germany’s Mario Goetze, England’s Harry Kane and Spain’s Cesc Fabregas.

Created in partnership with regular R/GA agency Hustle, directed by Reset’s Adam Hashemi and with visual effects by The Mill, the commercial features the footballers weaving through the same dark tunnels used as the set of the Prodigy video – all powered by their respective headphones.

It launched 48 hours ahead of Euro 2016 kick-off on 7 June,

The full length film is only found online, while a 30-second cut-down version is airing live on TV during the Euro 2016.
It is supported through amplification across the usual social and digital platforms.

All eyes on the pitch. Summer 16 is here. @AntoGriezmann @HKane @MarioGoetze @Cesc4Official are [Tournament] #READY.https://t.co/qPobHWXYTo

— Beats By Dre (@beatsbydre) June 7, 2016

The aim of the campaign is to further strengthen Beats’ affinity with sport in general and football in particular and to drive home the connection between music and sport by focusing on the role of music in pre-game player preparation,

The message is that music focuses players’ minds, helps them prepare for facing opponents and visualise victory, so that when they step out on to the pitch, they are #ready to win.

As with its previous ads following the same sports star / music preparation proposition, the campaign links neatly to the spot’s track (in this case ‘Firestarter’) on parent company Apple’s iTunes music platform.

The team at Hustle (an agency R/GA created specifically to work with Beats) that created the work includes executive creative directors Rodrigo Sobral and Will Esparza, creative director Edwin Latchford, art director Ciaran McCartyhy, managing director Romain Naegelen, executive production director Alissa Webb, account directors Lexi Vonderlieth, account supervisor Arya Boghraty, senior producers Brandon Waters and Claire Badhams, strategy directors Poppy Thorpe, Stephen Pirroes and Shawn Shahani.

Comment

The strategy is one we are all familiar with now.

A major sports event has begun and that inevitably means a stylish, star-led Beats ambush campaign is underway.

And why not continue with a good thing?

After all, the spot has racked up around 2m YouTube views to date.

It is similar in approach to Beats’ work leveraging interesting in the NBA Playoffs (see case study), Rugby World Cup (see case study), the US Open Tennis (see case study), Wimbledon (see case study), the NFL Draft (see case study) and the 2014 Brazil World Cup (see case study).

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