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Once again, Beats wants us to "block out the haters," with its headphones and smart watches and radio services and what not. In this case starring Serena Williams. Hard to feel sorry for Serena, though. For one thing, I seriously doubt any professional athlete is turning on the sports news first thing in the day to listen to all that negativity. Secondly, she's won 21 Grand Slam titles. Not only has she won them, but she's won the US, French, Australian opens and Wilbledon in a row, which is now called a Serena Slam. My point is, she's on top of her game and has zero left to prove. This spot feels like its concocting drama for drama's sake.. So even if she spent the rest of her career approximating Tiger Woods' latter day trajectory people would still remember has as one of the greatest tennis players of all time, period. But you know- this ad was done in-house by Beats, so they're clearly preaching to their own choir. No matter how out of touch that choir is. It also explains why the running time of this ad is fourteen hours.
At least it was beautifully shot and has a good music track. But if they're going to continue this campaign direction, they really need to find more intriguing stories. Or at least believable ones.
Client: Beats By Dre
CMO/Executive Creative Director: Omar Johnson
Creative Director: Jayanta Jenkins
Brand Producer: Kathy Angstadt
Marketing Director: Kevin O’Connor
Art Director: Jayanta Jenkins
Production Company: Reset Content
Director: Andre Stringer
Line Producer: Deannie O’Neil
Editorial: Lost Planet
Editor: Max Koepke
Colorist: Mark Gethin/MPC
Sound Mix: Jeff Malin/Lime Studios