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

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"!) [kickout id="1"] 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. [kickout id="2"] 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

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

Seeking glory after injury

T.L. Stanley

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T.L. Stanley