Creativity

Lindsey Vonn and Shaun White's Injuries Play a Starring Role in Winter Sport-Themed Spot by Beats by Dr. Dre

Ad Shows Graphic Detail of Crashes and X-Rays

By Alexandra Jardine. Published on Jan 16, 2018

Editor's Pick

Just weeks away from the Winter Olympics, a new winter sport-themed spot by Beats by Dr. Dre doesn't shy away from the harsh reality of a being a competitor in those games.

A continuation of the brand's "Above the Noise" campaign, the latest ad features athletes including snowboarder Shaun White and downhill skier Lindsey Vonn--with some of their horrific crashes and injuries portrayed in graphic detail. As if to emphasize the point, it's set to the soundtrack of G-Eazy and Zoe Nash's "The Beautiful & Damned." The ad was created in-house and directed by Matt Baron at AllDayEveryDay.

Other winter sport competitors appearing in the spot include Jamie Anderson (U.S.), Kevin Rolland (France), Ayumu Hirano (Japan) and Sui Wenjing and Han Cong (China). The spot intersperses footage of the athletes in training and competition, highlighted in a palette of red and blue lighting, which, we're told, symbolically "represents the chaos, fears and other 'noise' they must mindfully evade to succeed." The athletes are featured wearing the special edition Beats Studio3 Wireless and Powerbeats3 Wireless in Winter Red.

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Credits

Date
Jan 16, 2018
Agency:
In-house
Client:
Barnardo's
Production Company:
Alldayeveryday
Director:
Matt Baron
Executive Producer:
Arrow Kruse
Producer:
Christian Nurse
Head of Production:
Michael Refuerzo
Senior Producer:
Amanda Weiss
Editor:
Sam Leinen
Post Producer:
Samantha Axelrod
Sound Design/Mix:
Formosa Group
Color:
Company3
Colorist:
Brian Smaller
Finishing:
Shipping + Handling
Chief Marketing Officer:
Jason White
Creative Director:
Victoria Deldin
Art Director:
Ryan Zunkley
Global Head of Brand Marketing:
Matt Luhks
Global Senior Brand Director:
Robbie Labelle
Global Brand Marketing:
Katie Moebius
Global Director, Sports Marketing:
Kevin O'Connor
Sports Marketing Manager, US:
Aminah Charles
Sports Marketing, EMEA:
Alex Wilde
Brand and Sports Marketing, APAC:
Din Zheng
Project Manager:
Minh Nguyen

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