Mid January saw Beats by Dr release the latest instalment of its ongoing, global ‘Above the Noise’ initiative with a set of spots starring some of the world’s stand-out winter athletes.
Leverages February’s Winter Olympic Games in Korea, the Beats creative is fronted by snow sports stars such as iconic US snowboarder Shaun White, teammate Jamie Anderson and skier Lindsey Vonn, plus French freestyle skier Kevin Rolland, Japanese snowboarder Ayumu Hirano and Chinese winter athletes Sui Wenjing and Han Cong.
The central signature spot, which explores how these athletes maintain focus and all share an unwavering drive to perform at the elite level, blends training footage and career highlights with a series of stunning feats, insane jumps and inspiring tricks, plus a few scary crashes and nasty injuries.
Shining on these crucial moments is a shifting red and blue light: symbolically representing the chaos, fears and ‘noise’ they need to block out to achieve success.
The athletes all wear the special edition Beats Studio3 Wireless and Powerbeats3 Wireless in Winter Red and the film, as all Beats spots in the series are, is set to a thumping soundtrack – G-Eazy and Zoe Nash’s ‘The Beautiful & Damned.’
The central commercial is further supported by a set of individual athlete digital/social spots including one focused entirely on White,
another on Rolland,
and an additional spot (by Hustle LA) focusing on the groundbreaking (story of the pre-Games build-up) Nigerian the women’s bobsled team.
“I don’t really get afraid, I kind of feel like fear is kind of a pointless emotion because if you’re afraid, you’re never going to accomplish the things you want to accomplish, you know,” said Vonn in the accompanying campaign press release.
“I’m not afraid of really anything, not even failure, because I know if I try my best, that’s all I have to give. And that’s how I see it at big events when I’m racing, there’s no point in being afraid or being nervous because I’m not going to ski my best if I am that way anyways, so what’s the point?”
Anderson added: “Dealing with all the energy and expectations that come. It’s a lot to manage and you have to be really calm and collected in yourself to perform good. In some environments it can be extremely difficult. I think what I love the most is dealing with those nerves and energy, it makes me feel totally alive, present and in the exact moment, which is so beautiful! No past no future just the now.”
Comment:
Timed to leverage interest around PyeongChang 2018, this marketing burst follows the same creative and strategic approach of previous Beats’ ‘Above the Noise’ (which followed on from the brand’s previous ‘be Heard’ idea) campaigns.
All of these blend pounding music and stunning athletic struggles and successes (with athletes wearing new Beats (products).
Other ambassadors and ads in the brand’s endorser stable include Neymar Jr (see case study), Serena Williams (see case study), Anthony Joshua (see case study) and Conor McGregor (see case study).
Links:
Beats By Dre
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http://www.instagram.com/beatsbydre/
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Hustle LA
