Days before he takes to the court for the 2015 NBA Finals, Beats By Dre is rolling out its latest campaign led by LeBron James called ‘You Deserve The Best’.
The spot sees the Cleveland Cavaliers superstar, who returned to his home town team at the start of the season and has led them through the playoffs (and his own fifth straight Finals), cool and sharp in a smart suit and a swanky hotel room.
To put the finishing touch to his stylish look the last item he puts on is a pair of gold Beats By Dre Solo 2 wireless headphones.
‘The fancy hotels. The tailor-made shirts. The bespoke suits. That’s not why you put in the hours, the years, the reps,’ says the commercial’s narrator.
‘You do it for the wins. That’s your currency, and that’s why you deserve the best.’
This far the commercial has racked up 2,534,963 views since it was first posted on YouTube on 31 May.
The spot, like all Beats ads, prominently features an emotive soundtrack – called ‘Classic Man – by Jidenna (featuring Roman GianArthur).
The campaign is extended across Beats social media platforms
The game starts before @KingJames steps on the court. When you dedicate your life to the work, #YouDeserveTheBest.
https://t.co/ccbdDpaaOb
— Beats By Dre (@beatsbydre) June 1, 2015
and comes with copy lines that connect the campaign to the NBA Finals – such as: ‘Every pre-game ritual. Every song on the playlist. Every detail matters when you’re making history. When you spend every moment working hard, #YouDeserveTheBest.’
Comment
Just maybe, at a stretch, the viewer might imagine James was dressing in the Cavaleri’s San Francisco hotel for the short trip to Oakland for the first game of the finals against Golden State Warriors.
At a stretch!
With just a little imagination, you could deduce James was dressing in his San Francisco suite for the short bus ride to Oakland for a Finals game against the Golden State Warriors.
This commercial follows the dramatic and innovative, multi-part film chronicle of James’ life – ‘Re-Established’ – that ran on his basketball return to his native Ohio. (See case study).
James is not just a Beats endorser, but he also signed up as an equity holder in the company back in 2008 when he signed his promotion deal and was subsequently reported to have pocketed $30m when Apple bought Beats By Dre last year for $3 billion.
Links:
Bets YouTube:
https://www.youtube.com/user/Officialbeatsbydrdre
Beats Twitter:
https://twitter.com/beatsbydre
Beats Facebook:
https://www.facebook.com/pages/Beats-by-Dre/376668169107272?brand_redir=78986534109
Beats Instagram:
https://instagram.com/beatsbydre/
Beats Music:
https://listen.beatsmusic.com/albums/…
Jidenna ‘Classic Man” feat. Roman GianArthur iTunes:
https://itunes.apple.com/us/album/cla…
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