Beats by Dre has just unveiled two concurrent campaigns created by college students Los Angeles as a part of Beats Academy, the brand's social impact program for young aspiring creatives.
Made in collaboration with creative agency Translation, the two spots feature star athletes from the City of Angels:
- Los Angeles Sparks forward Rickea Jackson
- Los Angeles Chargers wide receiver Brenden Rice
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Each campaign also features a soundtrack composed by LA-based college students under Beats Academy.
The 8-week-long program nurtured 14 students, who were mentored by creative professionals from Beats and Translation.
The program resulted in the creation of two brand films and two tracks, as well as two pairs of custom headphones for the athletes.
Beats by Dre also posted a behind-the-scenes video documenting the students' journey.
By establishing this student-focused program, Beats is able to grow young talents while enabling them to create content with a perspective unique to themselves and the brand.
Localized PR programs are an excellent way for brands to engage their audience and enhance brand affinity while giving back to the community.
A School Project
In "Pressure Makes Champions," Brendon Rice shares a story about how pressure has motivated him for his entire life, pushing him to perform at his best.
As the son of NFL Hall-of-Famer Jerry Rice, he had big shoes to fill.
The commercial showcases exactly how he meets those high expectations: with hours of hard work and training.
An intense training montage features the athlete doing rigorous sets of drills as he monologues over the footage, making for an inspiring video that also highlights a pair of Beats headphones.
The second ad, "Can't Miss," features Rickea Jackson, opening with the athlete waking up late and rushing to meet a friend, yet still having a perfect morning.
The WNBA star proceeds to clean her room by hitting perfect "laundry jump shots" into an empty basket one after the other.
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Sporting a pair of pink Beats, she heads downstairs and casually tosses bread directly into the toaster, all set to a hip-hop track from Beats Academy student Mikaili.
After retrieving the toast, Jackson slips but quickly recovers, managing to catch it mid-fall and closing the spot.
Beats has been amping up its marketing initiatives lately, recently launching a star-studded athletic campaign featuring Angel Reese, LeBron James, Shohei Ohtani, and more.
