“On the heels of reports that Apple Inc. has become dissatisfied with its advertising, two of the company’s top executives are going public with how much they love a new ad by Beats,” Chris O’Brien reports for The Los Angeles Times. “The latest ad from Beats to debut is called, ‘The Game Before The Game.’ Though shorter versions run on television, the five-minute version is online and focuses on the upcoming World Cup.”
“After a short buildup, the athletes pop on their Beats headphones and a pounding song called ‘Jungle’ by X Ambassadors and Jamie N Commons kicks in to provide a thumping, hand-clapping soundtrack,” O’Brien reports. “In other words, it’s much more youth-oriented and rocking than Apple’s recent fare, such as its “What Will Your Verse Be?” campaign. By comparison, that Apple ad is meditative and philosophical and reflective. Nothing that quotes poet Walt Whitman is likely to get you stomping your feet.”
“Apple Chief Executive Tim Cook and Senior Vice President Eddy Cue, both huge Duke basketball fans, praised the efforts by Beats,” O’Brien reports. “‘The Game Before The Game. The team at #Beats captures it perfectly. A must watch before #World Cup,’ Cook tweeted on Wednesday. ‘As a huge sports fan, I love ‘The Game Before The Game,” Cue tweeted on Monday.”
Read more in the full article here.
Related articles:
If Tim Cook uses those who produced this Beats ad, Apple’s marketing prospects could be looking up – June 11, 2014
Apple building 1,000-person internal advertising agency – June 10, 2014