This new advertising by Beats is twofold; one: it is very obviously an ode to its new relationship with Apple, showing off the company’s products throughout the five minute video. Two: it’s also aimed at leveraging its reputation among popular celebrities and athletes to drum up hype leading into this month’s World Cup. Look, Neymar likes Beats. So does Fabregas, Sturridge, Chicharito, Van Persie, Altidore, and many more.
The ad is definitely powerful in that it inspires people to face challenges head-on. Yes, the placement of Beats’ new Solo2 headphones is a little overbearing, but shows some of today’s biggest football stars in their element before a game even begins. Germany’s Bastian Schweinsteiger apparently douses his socks in water before games, while others sit more contemplatively, slowly rocking their heads back and forth to an unknown beat.
The World Cup starts next Thursday, June 12, with the inaugural match between Brazil and Croatia. Until then, get hyped up, buy Beats, buy Apple. Your favorite athletes ostensibly do, and so should you.
Following Apple’s acquisition of Beats, Jimmy Iovine and Dr. Dre are expected to report to Eddy Cue, who currently heads the company’s Internet software and services. With the two teaming up, I’d expect plenty of cross-promoting in the years to come.