Just weeks away from the Winter Olympics, a new winter sport-themed spot by Beats by Dr. Dre doesn't shy away from the harsh reality of a being a competitor in those games.
A continuation of the brand's "Above the Noise" campaign, the latest ad features athletes including snowboarder Shaun White and downhill skier Lindsey Vonn--with some of their horrific crashes and injuries portrayed in graphic detail. As if to emphasize the point, it's set to the soundtrack of G-Eazy and Zoe Nash's "The Beautiful & Damned." The ad was created in-house and directed by Matt Baron at AllDayEveryDay.
Other winter sport competitors appearing in the spot include Jamie Anderson (U.S.), Kevin Rolland (France), Ayumu Hirano (Japan) and Sui Wenjing and Han Cong (China). The spot intersperses footage of the athletes in training and competition, highlighted in a palette of red and blue lighting, which, we're told, symbolically "represents the chaos, fears and other 'noise' they must mindfully evade to succeed." The athletes are featured wearing the special edition Beats Studio3 Wireless and Powerbeats3 Wireless in Winter Red.