Two music brand endorsers – Nas and Nicki Manaj – crown tennis super star Serena Williams in a new music-video style campaign from Beats By Dre that leverages the 2018 US Open.
The initiative is led by a ‘Mom v Athlete’ television commercial that juxtaposes Serena’s new life as a mother with her stellar sports career.
The campaign’s themes counterbalance the tennis icon as a maternal nurturer and as a stop-at-nothing athlete and the imagery ranges from flouncy (traditionally feminine) pink home-wear, to a phalanx of rose-clothed courtiers and black leather clad minions.
Before a united climax that includes a dance routine before a regal Williams steps forward in a blue gown wearing a large crown.
The spot sees Serena presented as the Queen of Queens – to coincide with the US Open taking place in Flushing, New York – crowned by two of the borough’s most famous rappers Nicki Minaj and Nas.
Minaj says: “Now watch the Queen conquer. Never before was more greatness foreseen than in the eyes of a woman who made herself queen.”
The video is set to Minaj’s track ‘Majesty’ (from her new album) which, as ever with Beats ads, is itself promoted through Apple Music at https://beats.is/Majesty.
As well as YouTube, the spot is being amplified across the brand’s digital and social channels including Facebook, Twitter,
Hold the court, our Queen has arrived. #SerenaWilliams @NICKIMINAJ pic.twitter.com/gtjPHxDncJ
— Beats By Dre (@beatsbydre) August 27, 2018
and Instagram.
The ad is directed by Dave Meyers and is produced by Radical Media.
Comment:
This is a classic Beats marketing formula: one that blends sport and music through athlete ambassadors and music endorsers in a marketing campaign released to coincide with both a major sports event as well as a new album release.
Three birds and one stone so to speak.
If only the two musicians hadn’t had such a bad couple of weeks!
Links:
Beats By Dre
https://www.youtube.com/user/Officialbeatsbydrdre
https://twitter.com/beatsbydre
https://www.instagram.com/beatsbydre/
https://www.facebook.com/Beatsbydre
