It’s directed by Grammy-winning Hiro Murai (the same director that put out Childish Gambino’s “This Is America”), set to the new “Saw Lighting” track by seven-time Grammy winner Beck and given life by athletic powerhouses LeBron James, Serena Williams, Simone Biles and Odell Beckham, Jr. The latest ad from Beats by Dre promotes just how seamless an experience using the new Powerbeats Pro can be.
Bringing Creativity To Digital Media While Highlighting A Premier Product
As athletes jump to dunk, flip off springboards and run to score touchdowns, the Powerbeats Pro stays put in their ears. The camera’s steady focus, keeping level with each athlete’s profile, puts emphasis on both the 17-person, star-studded cast and the Beats product.
Banking On Anticipation And Encouraging Impatience
The Powerbeats Pro, which comes sweat and water resistant and offers up to nine hours of listening time when fully charged, will be available in black in May with other colors coming later in the summer. The April campaign means Beats premiered their new product more than a month in advance of its release date.
By dropping a celebrity-filled TV spot before the product becomes available, the Beats brand generates buzz and gets consumers interested in their new technology. The headphone brand has shared their 60-second spot on Instagram, YouTube and various other social media platforms to engage with consumers and prove creativity can effectively translate to successful digital media. The YouTube video, which was published on April 15, already has 18.5 million views.