About this time last year, Apple’s Beats by Dr. Dre brand turned to National Basketball Association superstars such as James Harden and Anthony Davis to promote its Powerbeats Pro wireless headphones. The spot shows players grinding on the practice court while Travis Scott’s “Highest in the Room” plays in the background. (It clocked up more than 2.6 million views on the Beats YouTube channel, with the top comment reading, “The only YouTube ad I will never skip.”)
But with the NBA sidelined due to the pandemic, the brand is turning its attention to esports to promote a fresh set of colors for its $249 best-selling headphones. It’s the first time Beats has done anything in the esports arena, the company says, and its latest campaign features one of the most well-known teams in the space: FaZe Clan.
The campaign kicked off today with a stunt, in which a drone delivered the new headphones to FaZe Clan’s home in Los Angeles. (Like other teams, members of FaZe Clan live and train in the same house.) The drone dropped the package from 10-feet above while a second drone filmed the stunt (see video below). It was a clever move, given social-distancing guidelines, and because video games such as Call of Duty and Fortnite make use of drones to deliver ammo or other items to players, the company says.