Created by JohnXHannes New York, Beats By Dre’s new film is extraordinarily special because of its special guests.
The NY city based agency, JohnXHannes has done the new spot of the popular headphones brand, Beats By Dre, which is owned by Apple. While counting stars, the film is no joy this year, yet it discusses serious topics of common issues faced in an individual’s childhood.
The film starts with an uncle— who is played by Michael K. Williams, telling a bedtime story to his niece, and begins, “There once were some kids who could shut off their ears”. We later come up with the snapshots of the childhoods of the celebrities, who struggled with their parents’ psychological pressure, sexism, bullying in their environments such as school, etc.
As the spot goes on, Williams is seen with her newborn baby, as the British model, Cara Delevingne encounters wolves in a forest before a kickboxing session and Kris Wu performs in a recording studio. The spot is directed by Terence Neale, while featuring Ruel’s “Don’t Tell Me” track.
Here are the video and the snapshots of the film:
The purpose is to spread the thought of having the ability to face down your own noise which comes from inside. And the connection between headphones and the topic, fits in the ad pretty well, as the film features the new Beats Studio 3 Wireless, with pure adaptive noise cancelling technology.
This year’s theme is a little “moody” like the Apple ad, maybe just because of the brands who want to step forward do this, unwillingly. The best thing is, when people face their struggles in the past and show it in front of the ads; it is not marketing, it is pure reality. Because eventually, the audience can feel the genuine feelings.