Beats by Dr. Dre

Objectives

Beats by Dr. Dre wanted to use the 2022 FIFA World Cup as an opportunity to advertise their Active Noise Cancelling technology as the preferred choice of soccer stars to help them focus on the challenge at hand.

Strategy & Execution

In this campaign entitled “Defy the Noise”, Beats is giving viewers a look into the “noise” that leading soccer players face on a daily basis.

“Defy The Noise” stars players Kingsley Coman, Ritsu Doan, Serge Gnarbry and Bukayo Saka as they get in the zone to play their best, all while having some tech on hand that can let them gain that extra clarity to play, thanks to Beats’ cutting-edge Active Noise Cancelling feature.

Results

Within a week, the campaign gathered 1M views and earned press coverage in AdAge, FastCompany, Hypebeast, Sports Illustrated and Adweek, to name a few.