It is extremely rare that I get excited about a commercial — let alone one about World Cup soccer. I know, I know, the World Cup is a big deal. For the past eight World Cup competitions, I have helped convince marketers that to our Hispanic consumers, it’s more than a big deal. It’s a religion.
“The Game Before the Game” for Beats by Dr. Dre, created by R/GA, completely nails it. This spot captures the essence of everything that’s important, everything that’s holy. And it does so in a way that’s not only relevant to soccer fans but to ALL fans, regardless of nationality, age, love for soccer or not. This spot connects on so many levels and connects in a deeply, moving way.
Pick an insight — passion, pride, father/son love and respect, ritual, religion, tradition, love, multi-generational families, work ethics — they are all there.
Pick a celebrity — LeBron James, Serena Williams, Lil Wayne, Rafaella Beckran, Rio Ferdinand, Nicki Minaj, Sydney Leroux, Stuart Scott and Thierry Henry — their participation only deepens the connection, not distracts.
And of course, this is about soccer, so mix in some of the most powerful players from the world stage — France’s Bacary Sagna and Blaise Matuidi, Germany’s Bastian Schweinsteiger and Mario Gotze, Spain’s Cesc Fabregas, England’s Daniel Sturride, Mexico’s Chicharito, USA’s Jozy Altidore, Uruguay’s Luis Suarez, and The Netherland’s Robin van Persie — and set them against the visually arresting backdrop that is World Cup host city in Brazil.
The spot is mesmerizing and energizing. And yes, it’s clear, these headphones help put these athletes “in the game before the game.” This is advertising at it’s very best. Don’t you think?