Advertising Fifa World Cup Sports Marketing

Beats and Guy Ritchie explore the childhood feats of top players ahead of the World Cup


By John McCarthy | Media editor

June 7, 2018 | 2 min read

Beats by Dr. Dre brought aboard Guy Ritchie to deliver a gritty look at the formative years of top footballers. The short film contains some of the Ritchie charm, and a strong soundtrack to match it.

Beats explores the childhood feats of top players ahead of the World Cup

The Defiant Mixtape Vol. 1 features Fyodor Smolov, David De Gea, Eden Hazard, Thierry Henry, Patrice Evra, Raúl Jiménez, Serena Williams, Neymar Jr, Harry Kane, Mesut Özil and Benjamin Mendy, to name a few.

The work explores the moment each kid ‘turned an obstacle into an opportunity,’ showing how the top players made it to World Cup, using their hometowns as compelling backdrops.

Peaky Blinders’ Paul Anderson gives the cutting regional narration you may come to expect from a Ritchie film, and from a product perspective, the Beats by Dre Decade Collection headphones feature prominently.

Like World Cup sponsor Adidas, which recently claimed to have “re-engineered advertising” with its star-studded, music lead creative, Beats' work also converges at a cultural crossroads, transcending what you may expect from a football campaign.

The 'Made Defiant' campaign marks a decade of spots from the brand, and cements it as an authentic voice at big sporting events like The World Cup.

Vote for the ad below in The Drum’s Creative Works.

Beats By Dr. Dre: The Defiant Mixtape, Volume 1 by Independent Films

By Beats By Dr. Dre

Overall Rating 3/5

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Advertising Fifa World Cup Sports Marketing

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