For the 4 July game between France and Germany Beats By Dre launched a match-specific spot extending its Game Before The Game ambush for the quarter final clash between the European heavyweights.
The ‘Allez les Bleus, An Eurer Seite’ ad, which was posted on the brand’s YouTube site on the day of the game, features French and German football fans, musicians and celebrities preparing for the game.
Directed by Marcus Lundin and shot in Berlin and Paris with a backdrop of famous buildings and iconic images from the two nations, the film asks fans to get behind their team and share the spot using the hashtag #gamebeforethegame.
The band behind the track ‘Jungle’ – which also features on the brand’s central epic ambush ad (see case study) – Jamie N Commons & X Ambassadors are featured playing the hit.
They are joined by star supporters for each side.
French rapper Black M from Sexion D’Assaut (on French label WATI B) appears along with five-time Olympic gold medalist Claudia Pechstein.
While German rapping sensation MC Fitti is joined by parkour champion Yoann Zephyr Leroux and German singer Matteo (from Culcha Candela).
Others artists appearing include MAMA, DJ Timeless and Elenka.
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The brand continues to leverage its music and athletic ambassadors in the two countries and drive engagement in both markets.
Interestingly, after all the discussion and debate about guerrilla World Cup activity and official FIFA warnings issued to Beats, this spot actually includes an official Adidas activation in the form of the giant outdoor Ozil #All In image stretching across an entire Berlin tower block.
Links:
‘Allez les Bleus, An Eurer Seite’ YouTube
https://www.youtube.com/watch?v=lRnulVcQBOw
Beats The Game Before The Game YouTube
https://www.youtube.com/watch?v=v_i3Lcjli84
Beats The Game Before The Game Website
http://www.thegamebeforethegame.com
‘Jungle’ by X Ambassadors & Jamie N Commons
