Dr Dre’s Beats Electronics is celebrating the forthcoming FIFA World Cup with a large-scale themed campaign, #GameBeforeTheGame, that revolves around a plethora of pre-game rituals of football celebrities. The effort by R/GA London & LA promotes the Solo2 headphones and the role they might play in the pre-game activities.
The initiative features a pool of football celebrities, including Neymar Jr. and Luis Suarez, starring in an energetic ad set to «Jungle» by X Ambassadors & Jamie N Commons. The first is calling his father before the game “for words of strength, wisdom and confidence” and the second is kissing the tattoo of his son and daughter, featured on his wrist, “for love and good luck”. Other footballers starring in the ad are Bacary Sagna, Bastian Schweinsteiger, Blaise Matuidi, Cesc Fàbregas, Daniel Sturridge, Chicharito, Jozy Altidore, Mario Götze, and Robin van Persie.
The centerpiece of the campaign, the video starring the football celebrities as well as other sports’ stars including LeBron James, Serena Williams and Thierry Henry, can be watched on the dedicated site. There, consumers can also discover more about the Solo2 headphones and read quotes of the athletes. Beats’ shorter clips dedicated to the campaign will roll out in 9+ countries and 5 languages.
Each of the communication pieces as part of the #GameBeforeTheGame pays tribute to authentic rituals that are performed by the athletes before they go onto the pitch in order to ensure some more luck. Earlier, Coca-Cola has released a spot that revolves around premonitions and signs that indicate that fans’ team will win.