An epic new Beats By Dre four-minute commercial revolving around a bed time story sees Serena Williams and Neymar Jr from the latest sound-themed creative in the brand’s ongoing #AboveTheNoise initiative.
The spot’s narrative sees actor Michael K. Williams tell his niece a bedtime story to help her fall asleep.
He opens with the line “There once were some kids who could shut off their ears”, before moving on to talk about those who are able to tune out all the distractions and criticisms.
Naturally, having a pair of the latest Beats’ Studio 3 Wireless headphones certainly helps drown out all the noise that surrounds sports stars wherever they go.
This brand #AboveTheNoise philosophy theme is showcased through a set of brand ambassador narratives led by Beats big name exemplar endorsers Serena Williams and Neymar Jr alongside new faces such as Chinese Canadian actor, singer and model Kris Wu and English actress and model Cara Delevingne.
In established Beat’s style, the spot’s soundtrack – Australian singer-songwriter Ruel’s “Don’t Tell Me” – plays the underscoring role and the commercial doubles as a music video for the promoted track.
The full length spot was distributed across all the usual Beats channels: including YouTube, twitter, Facebook and Instagram.
Directed by Terence Neale via Park Pictures’ and created in harness with JohnXHannes New York: The ECD’s were Hannes Ciatti and John McKelvey, the twin creative directors were Dan Kroeger and Pierre Janneau, while the head of production was Matt Bonin. Alexis Zabe was the director of photography, the editors were Leo Scott and Chris Catanach, colour wwas handled by Tom Poole of Company 3 and finishing was by A52.
Comment:
This spot takes a classic Beats ad approach: it opens in a down-to-earth mood before picking up pace and ambition as it strives to turn into an epic piece of film making.
This is just the kind of stylish, cinematic commercial that we’ve come to expect from Beats By Dre: a brand that blends entertainment, music and sport into a Soundcloud of contemporary culture and cool.
This pattern was first established as far back as 2014 when it launched its award-winning ‘The Game Before The Game’ blockbuster ahead of the FIFA World Cup (see case study) and it has continued to adopt this approach since.
With more than 5m YouTube views in its first week, it seems like the tried and tested formula still has plenty of merit.
Links:
Beats By Dre
http://www.youtube.com/beatsbydre
http://www.facebook.com/beatsbydre/
http://twitter.com/beatsbydre/
http://www.instagram.com/beatsbydre/
https://plus.google.com/+beatsbydre
http://pinterest.com/beatsbydre/
JohnXHannes New York
