Kevin Garnett’s New Beats by Dre Ad Is Tough, Brave and Relentless

Fighting doubts and a racist taunt

"Hear what you want" is the theme of this intense, nearly three-minute Beats by Dre spot starring Brooklyn Nets star Kevin Garnett, who's shown using the brand's wireless studio headphones to cancel out angry, often ugly catcalls from fans on game day. Haters viciously taunt him for being too old, at 37, to lead the team to a championship, and the racist epithet from a red-capped rowdy around the 55-second mark—he calls the power forward a "gorilla motherfucker"—is especially jarring. Aloe Blacc's uplifting, anthemic track "The Man" works well as a counterpoint, and the fact that Garnett and the Nets have stumbled badly out of the gate this season adds power and poignance. I'll be rooting for K.G. to tune out the static and make some noise the rest of the way.

UPDATE: R/GA did the creative on this, with Prettybird doing the production.

CREDITS
Client: Beats by Dre
Agency: R/GA
Production Company: Prettybird
Editorial: Rock Paper Scissors
Editor: Damion Clayton