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Sports marketing has always reveled in the thrill of victory. But highlighting the agony of defeat can be even more inspiring when the audience knows the athletes pick themselves up, come back from disaster and compete again.
Beats by Dre, in the latest ads for its ongoing “Above the Noise” campaign, replays some pretty spectacular wipe-outs from snowboarder Shaun White and skier Lindsey Vonn. Those scenes are cringe-worthy, as is the bloody, X-ray-riddled, bruised and stitched aftermath.
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