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

Translation’s ‘Level Up’ spot arrives as the Lionesses storm into the tournament’s knockout round

Published On
Aug 04, 2023
Alessia Russo listening to music through Beats Studio Pro headphones

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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.


Aug 04, 2023
Client :
Beats by Dre
Agency :
CEO Founder :
Steve Stoute
Chief Marketing Officer :
Chaucer Barnes
Chief Strategy Officer :
Sandi Preston
Chief Creative Officer :
Jason Campbell
Head of Production :
Alison Hill
Head of Talent Management :
Courtney Nally
Executive Director of Engagement Planning :
Joel Rodriguez
Head of Client Services :
Susanna Swartley
Group Creative Lead :
Castro Desroches
Group Creative Lead :
Aryan Aminzadeh
Senior Copywriter :
MK Holladay
Senior Art Director :
Emeline Earman
Executive Producer :
Alice Cottle
Producer :
Ashley Pineda
Business Affairs Manager :
Paul Rodarte
Director of Talent Relations :
Hugh Pringle
Group Account Director :
Alyssa Ramsey
Account Director :
Chloe Williams
Account Supervisor :
McKenzie Cooper
Account Executive :
Morgan Lee
Context Director :
Quinn Frehner
Context Planner :
Sam Cantie
Senior Project Manager :
Kim Yeung
Data Strategy Director :
Robert Hiter
Senior Data Strategist :
Olana Rashid
Strategy Director :
Matthew Scott
Senior Strategist :
Hezekiah McCaskill
Chris Thorne
Head of Brand :
Grace Wong
Head of International Marketing :
Omar Gurnah
Brand Manager :
James Annis
Project Manager :
Maria Vittoria Felli
Head of Creative :
Casey Ryder
Head of Production :
Michael Refuerzo
Senior Producer :
Eric Rasco
Head of Sports Marketing :
Aminah Charles
Social Lead :
Abby McCormick
Social Project Manager :
Christina Collins
Head of Corporate Communications :
Sarah Joyce
Principal Legal Counsel :
Susan Chasnov
Head of Business Affairs :
Marnie Nieves
Manager Business Affairs :
Laney Gilani

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