SBD/November 25, 2013/Marketing and Sponsorship

Kevin Garnett Stars In New Beats By Dre TV Spot; Ad Featuring Colin Kaepernick To Follow

Garnett uses Beat Studio Wireless headphones to block out taunting fans in new spot
Nets F Kevin Garnett is "the star of the latest Beats by Dr. Dre TV ad," which broke last night, according to Beth Snyder Bulik of AD AGE. The spot shows "screaming rival fans" who "wave derogatory signs and curse, throw eggs or drinks, and even spit at the bus driving into the unnamed underground arena entrance." It is "all aimed at the 19-year veteran Garnett on game day and the abuse continues as he walks through a tunnel to the locker room." While no arena is ever shown or the opposing NBA team named, "it's clear by the short bus ride and the blue-and-orange color schemes worn by the opposing foul-mouthed fans" that they are Knicks supporters. The ad "ends with the words 'Stop the Noise' and an image of Beats Studio Wireless headphones, which will be out in December." The ad created by music video director Paul Hunter was shot "in :30 and :60 formats that will run on TV and a three-minute director's cut for online." This first ad will "be followed by a second one" with 49ers QB Colin Kaepernick, "using a similar theme of rival-fan intensity." Both are "the first in a planned series of Beats ads featuring athletes using Beats Studio headphones that will run through [the] Super Bowl, although the upcoming ads won't be as dark." The headphones "play the hero in the ads, blocking out the vitriol, but also focus the athlete in preparing for play" (ADAGE.com, 11/25). Watch the director's cut of the commercial.
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