Beats by Dre gamifies England star Alessia Russo’s journey to the World Cup

England is looking very much like a team that could win the Women’s World Cup this month. And now, in a well-timed rollout, Beats by Dre is releasing a spot with star Lionesses striker Alessia Russo—a film called “Level Up” that veers back and forth between live action and animation. At the opening of the spot, Russo, who’s been a Beats ambassador since February, is seen in real life putting on the Beats Studio Pro headphones. Then the action shifts to a video-game landscape, with a virtual Russo experiencing the ups and downs of pursuing a World Cup dream. Beginning around the 34-second mark is a scene where Russo scores with a cheeky backheel, which is a reference to a stunning moment in the semifinal of last year’s Women's Euro 2022 tournament—when she did just that against Sweden. (The Lionesses went on to win the tournament, beating Germany in the final. They’re also 3-0 in this year’s World Cup, easily winning their group, with the knockout rounds beginning this weekend.) The track on the new spot is “Outta Patience” by Oompa. The spot went up this week on Beats’ social channels. There is no paid media buy. Beats is going all in pushing the Beats Studio Pro. This spot follows a previous ad from last month directed by A$AP Rocky, who also starred in it, featuring an epic diaper run he makes at the request of his partner Rihanna.

Beats by Dre gamifies England star Alessia Russo’s journey to the World Cup

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