Shaun White and Lindsey Vonn Rise From the Ashes in Beats by Dre’s Winter Olympics Campaign

Seeking glory after injury

Beats by Dre
Headshot of T.L. Stanley

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. But the pros are back in training, back in peak form, and of course, back to their laser focus, thanks at least in part to their Beats headphones. (Now in “Winter Red”!)

The brand, with a rock-solid base in the sports world, continues to draw parallels between its noise-canceling product and the concentration required to tune out distractions. It’s always been effective, and it’s perhaps even more so here with the emphasis on elite athletes returning after serious injuries and high-profile failures.

The ad above was made by production company AllDayEveryday and director Matt Baron.

“I don’t really get afraid. I kind of feel like fear is kind of a pointless emotion, because if you’re afraid, you’re never going to accomplish the things you want to accomplish, you know,” Vonn said in a statement released with the new spots. “I’m not afraid of really anything, not even failure, because I know if I try my best, that’s all I have to give.”

The commercials aren’t all hospital gowns and open wounds, though. There are plenty of motivational training shots, crowd-pleasing tricks and stunts and career-defining moments, set to the G-Eazy and Zoe Nash track “The Beautiful & Damned.”

The run-up to the Winter Olympics over the next several weeks will likely be filled with such footage, and “Above the Noise” also includes the Nigerian bobsled team (see below—it was made by Hustle LA and director Malik Sayeed), Chinese ice skaters Sui Wenjing and Han Cong, French skier Kevin Rolland and snowboarders Jamie Anderson (U.S.) and Ayumu Hirano (Japan). They join previous Beats stars such as Neymar Jr., Serena Williams and Conor McGregor, among many others.

CREDITS
Client: Beats by Dre
Title: Beats By Dre | Above The Noise | Compilation
Production Company: AllDayEveryday
Director: Matt Baron
Executive Producer: Arrow Kruse
Producer: Christian Nurse
Head of Production: Michael Refuerzo
Senior Producer: Amanda Weiss
Editor: Sam Leinen
Post Producer: Samantha Axelrod
Sound Design/Mix: Formosa Group
Color: Brian Smaller, Company3
Finishing: Shipping + Handling
Chief Marketing Officer: Jason White
Creative Director: Victoria Deldin
Art Director: Ryan Zunkley
Global Head of Brand Marketing: Matt Luhks
Global Senior Brand Director: Robbie LaBelle
Global Brand Marketing: Katie Moebius
Global Director of Sports Marketing: Kevin O’Connor
Sports Marketing Manager, US: Aminah Charles
Sports Marketing, EMEA: Alex Wilde
Brand & Sports Marketing, APAC: Din Zheng
Project Manager: Minh Nguyen

Client: Beats by Dre
Title: Beats By Dre | Women’s Team Representing Nigeria
Agency – Hustle LA
Client – Beats by Dre
Global Creative Director – Diallo Marvel
Executive Creative Producer – Ana Julfayan
Executive Creative Director – Will Esparza
Creative Director – Matt Walton
Creative Director – Iain Nevill
Strategy – Audrey Tyau
Strategy – Savannah Rabin
Production Company – Little Minx
Director – Malik Sayeed
Head of Production – Mike Refuerzo
Producer – Shelli Jury
Brand Supervisor – Kenwyn Forgenie
Editor – Anna Patel


@TLStanleyLA terry.stanley@adweek.com T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.
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