Beats by Dre is known around the world for its expensive, stylish headphones. But in marketing their latest pair of high-end noise-canceling headphones, the music company may have actually created some of the best sports spots of 2014.
AdWeek took a week at the campaign, which features U.S. sports stars Kevin Garnett, Colin Kaepernick, and Richard Sherman, along with Spain’s Cesc Fabregas of soccer club FC Barcelona.
The concept behind the campaign: athletes listen to music before playing to get in the groove.
In the latest spot, set against a backdrop of the fierce rivalry between FC Barcelona and Real Madrid, we see a near riot break out in the streets of Madrid between fans from both sides. Fabregas leaves hit hotel with a police escort, and slips on his Beats by Dre headphones to let Aloe Blacc’s “The Man” drown everything out.
AdWeek calls it a world of “stylized serenity,” and praises the “darkly compelling” and “chaotic.”
Read More: AdWeek
Brief Take: Just because you’re selling headphones doesn’t mean you can’t “get” sports, too. Beats by Dre’s campaign captures the intensity and atmosphere of a fierce rivalry that would be immediately familiar to sports fans—and makes it look and sound cool, too.
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