A squad of soccer stars and one of the world’s leading movie directors team-up for Beats by Dre’s 2018 FIFA World Cup ‘Defiant Mixtape’ campaign.
The Apple owned audio outfit recruited four of football’s biggest names (Neymar Jr, Harry Kane, Mesut Özil and Benjamin Mendy) to front a Guy Ritchie shot short film that spearheads the brand’s World Cup work.
The video, which continues Beats ongoing ‘Made Defiant’ big idea, starts and finishes in a Russian play-park where a young boy called Andre is inspired by today’s star players to defy his own obstacles and start his own path to greatness.
Called ‘Defiant Mixtape Volume 1′, the spot is narrated by actor Paul Anderson (best known for his Peaky Blinders work) and the narrative arc sees the youthful Russian prodigy handle local bullies and then travels the football world to showcase the challenges faced and overcome by some of Russia 2018’s biggest names as they turn obstacles into opportunities.
The players, who are all filmed wearing Beats’ Decade Collection headphones, are directed by Guy Ritchie: who is best known for movies such as Lock, Stock and Two Smoking Barrels and Sherlock Holmes.
The campaign blends sports action and animation with music and its fast-faced approach tells each athlete ambassador’s own back-story.
The campaign spans traditional ad channels (such as television) and all the usual digital and social platforms too.
Today you're the kid no one's heard of. Tomorrow, you're the kid no one saw coming. This is the Defiant Mixtape, Vol. I. #MadeDefiant pic.twitter.com/wnvfSOULxP
— Beats By Dre (@beatsbydre) June 7, 2018
https://www.instagram.com/p/BjtrkI_ASAd/?taken-by=beatsbydre
Today you're the kid no one's heard of. Tomorrow, you're the kid no one saw coming. Watch the Defiant Mixtape, Vol. I. https://t.co/kxaeoIta8X #MadeDefiant pic.twitter.com/CFXJin5C7r
— Beats By Dre (@beatsbydre) June 9, 2018
As well as the leading cast members, the campaign (produced by Independent Films) also include support from fellow soccer stars set to appear at Russia 2018 Eden Hazard, David De Gea, Fyodor Smolov and Raúl Jiménez, as well as cameos from several other Beats sports star endorsers such as Patrice Evra, Thierry Henry, Gabriel Jesus and Serena Williams.
Comment:
This campaign is ambitious and comes with a generous helping of attitude.
It is a classic Beats major sports event ambush: one which mixes its player ambassadors with action and music.
The approach is familiar to the sports marketing community and continues the brand’s long-running sports marketing approach which was first unveiled via ‘The Game Before The Game’ during the previous World Cup in Brazil in 2014 (see case study).
Much like official FIFA sponsor Adidas, Beats continues to cement its position as an authentic voice at major sports events with creative and messaging that transcends sport and places the work at a cultural crossroads of creativity, music, sport, art, fashion and entertainment.
Links:
Beats
https://www.youtube.com/user/Officialbeatsbydrdre
https://twitter.com/beatsbydre
https://www.instagram.com/beatsbydre/
https://www.facebook.com/BeatsbydreUK
Independent Films
