Beats By Dre released a campaign called ‘Defy the Noise’ that sheds some light on the criticism, expectation and pressure that many of the planets best football players have to face – especially as they prepare for the most significant matches such as the World Cup.
Released on 9 November to leverage building buzz and excitement around Qatar 2022, the campaign’s central commercial explores the effect of social criticism, media judgement, fan abuse and polarizing opinion which surround key games and major tournaments and how the greatest of athletes learn how to defy the noise.
The campaign, which promotes Beats Fit Pro, also features the exclusive premiere of British rapper Slowthai’s new single ‘I Know Nothing’ which features lyrics touching on the negatives of social media and how it ‘distorts our perception of reality’.
The video work mixes of fast-paced shots of self-captured content and archival footage features soccer stars from around the world: including players from England, Germany, France, Italy, Japan and Ghana.
Created by agency Uncommon and produced by Pulse, the hero 90-second spot (called ‘Defy The Noise’) and its social support content assets feature a team of soccer ambassadors from Beats sponsorship stable including Bukayo Saka, Kingsley Coman, Serge Gnabry and Ritsu Doan, plus Mary Phillip, Peckham Town FC, Alessia Russo, Dotty Charles, Fabrizio Romano, Ledley King, Laura Woods, Joe Cole, Anton Ferdinand and Emmanuel Frimpon.
“Social media can and should be used as a tool for connection and good but instead it serves to gloat and punch down. It fails to show the harsh reality we live in, which can lead to isolation and depression. Let’s lift each other up,” commented slowthai.
Comment
This campaign adds to beats’ strong track record of soccer and sports focused marketing backed by new music which dates back to its ground-breaking ‘The Game Before The Game’ 2014 FIFA Men’s World Cup ambush.
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