Beats by Dre has just launched a new spot starring Manchester City footballer Erling Haaland.
Helmed by Uncommon Creative Studio and directed by Elliot Power, "Ordinary is for Everyone Else" sees the star striker undergoing a very unique training regimen in the woods of his home country, Norway.
Showcasing his dry humor and personality, the spot also highlights Haaland's favorite products from the Beats range, including the Beats Solo 4, Fit Pro, and Pill.
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Haaland shared a bit about the campaign in a statement, saying that Beats keeps him motivated and he enjoyed teaming up with the brand to shoot in Norway.
Running across OOH and social media, "Ordinary is for Everyone Else" continues the brand's ongoing partnership with Haaland.
The 2023 Golden Boot winner previously starred in "Athletes Get It" for Beats back in October alongside LeBron James, Lionel Messi, and a host of other leading athletes.
Haaland is currently one of the top scorers in the Premier League, commanding a powerful presence and a large fanbase.
Top athletes like him are among some of the most valuable figures in influencer marketing, having the ability to greatly elevate any brand campaign.
In the Wilderness
The one-minute commercial opens in a lush forest, zooming out to show Haaland wearing a pair of Beats headphones to reveal that he's meditating with a pack of dogs.
Set to "In the Hall of the Mountain King" by Norwegian composer Edvard Grieg, it sees the footballer begin his extraordinary training by jogging across the wilderness and down a mountain road.
He kicks things up a notch, log rolling on a river and doing pull-ups on a cliff as a pair of climbers observe in awe.
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The intensity ramps up as he goes through uniquely difficult exercises, like chopping up wood before kicking it perfectly into a pile, running through the wilderness in a rainy night, and walking on hot coals.
The spot comes to an end as Haaland emerges from underneath a pile of snow, and the campaign title flashes on the screen across a beautiful mountain landscape.
The camera pans down for one last look at the athlete, who does pushups over a small stream.
Beats often taps athletes to star in its sports-focused ads. Last week, the brand worked with students under its Beats Academy program to launch a campaign starring college athletes.
