The Drum Awards for Marketing - Extended Deadline

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By Natalie Mortimer, N/A

June 5, 2014 | 1 min read

Dr Dre’s Beats Electronics is the latest brand to jump on the Fifa World Cup bandwagon as it launches a global football-themed campaign for its new Solo2 headphones, which puts the spotlight on the pre-game rituals of footballers, celebrities and fans.

The Game Before the Game, which premiers online today (5 June), stars a host of footballers including Neymar Jr. who is shown calling his father “for words of strength, wisdom and confidence”, and Luis Suarez who

kisses the tattoo of his son and daughter's names on his wrist “for love and good luck”.

Beats will roll out several short form versions of the campaign with a series of television commercials in more than nine countries and five different languages- each version highlighting the athletes and rituals that are authentic to the country in which it airs.

R/GA London & LA provided the strategic development and creative concepting on the campaign, with music provided by Jamie N Commons The X Ambassadors.

Beats By Dre Fifa World Cup

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