Beats Electronics Breaks Epic World Cup Campaign (Including a Plug for Apple)
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Beats Electronics has introduced its push for the World Cup — and it includes a plug for Apple, which is planning to buy the company for $3 billion. In the five-minute clip, created by R/GA, soccer player Neymar Jr. is given a pep talk before the start of a big game and asked to “run like it’s the last day of your life.” He’s wearing his headphones, and the pep talk is interspersed with gorgeous aerial shots of Brazil, as well as scenes of a team bus arriving at a stadium, welcomed by fans and security.
Throughout, the player wears his Beats headphones, connected to a gold iPhone 5S (there’s even a clear shot of the Apple logo). Then, the music begins. Backed by “The Jungle,” by X Ambassadors and Jamie N Commons, the five-minute film features big football names like Bacary Sagna, Bastian Schewinsteiger, Blaise Matuidi and Robin van Persie. Along with them are shots of Nicki Minaj, Serena Williams, Thierry Henry and others, all preparing to support their teams — with cues from the right color nail polish and underwear to a soccer-ball necklace on a thick chain. As Neymar Jr. gets ready for the game, he leaves behind his headphones, connected (symbolically and tangibly way to the Apple iPhone.
Beats, not an official sponsor of the FIFA World Cup, doesn’t mention the event by name.
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