Matthew Miller
Nov 20, 2014

Beats boxing: Chinese fighter stars in headphone brand's ad

CHINA - In a first for the brand, Beats by Dre puts a Chinese athlete, boxer Zou ShiMing, into an ad.

wide player in 16:9 format. Used on article page for Campaign.

Client: Beats by Dre

Agency: R/GA

Market: Global

Campaign scope: Online video (above), which is featured at beats.tmall.com. Zou also appears in a global version alongside other prominent athletes.

Press release quote: "As a boxer, Zou ShiMing has to be quick on his feet and agile in his movements at all times. The drills and exercises required to help him prepare for a fight are intense and call for a freedom from all distractions—including headphone wires."

Comments: We applaud the use of a Chinese athlete. The soundtrack is a nice touch: Totally American in origin, but also lyrically appropriate.

CREDITS

Agency: R/GA
Track: Jay Rock “Pay For It” feat. Kendrick Lamar & Chantal
Produced by Sounwave
Mixed by Ali
Top Dawg Entertainment 

 

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