Last month, when Apple announced that its latest iPhone would lose the headphone jack in favor of bluetooth headphones, some consumers weren't so fond of the choice.
Now that the phone is out, it makes sense for Apple-owned Beats by Dre to pitch all the things you can do with its cordless headphones. The new 90-second spot, "Got No Strings," is the first work from Anomaly in Los Angeles, which won a review for creative duties in May (though several agencies, including R/GA, work for the brand.)
The effort features Nicki Minaj, Michael Phelps, Steve Buscemi, Karlie Kloss, Amber Rose, Pharrell Williams, DJ Khaled, Travis Scott, Rebel Wilson, Ben Simmons, William Chen, Young M.A, Sayo, Juno Temple, Karen Civil, Liza Koshy, Al Rocco, Miyavi and PartyNextDoor.
The global campaign positions the merits of a cordless life as a wonderful discovery, using a song from Disney's Pinocchio to tout "all about the true benefits of wireless living," according to the brand's release. It also showcases three new headphone models including Beatsx, Beats Solo3 Wireless, and Powerbeats3 Wireless.
The campaign will also include digital, social and out-of-home elements.