A number of star athletes are featured in the latest ad for Beats by Dre's "highly-anticipated Powerbeats Pro wireless, fitness earphones," including LeBron James, Simone Biles, Serena Williams, Alex Morgan, Odell Beckham Jr., Shaun White and more, according to Rich Jones of the London DAILY MIRROR. The new earphones are "being promoted by the global campaign branded 'Unleashed' and being accompanied" by a new song, "Saw Lightning," by Beck. The spot was directed by Hiro Murai, and shows the "world class athletes wearing the earphones as they train" (MIRROR.co.uk, 4/15). ADWEEK's David Griner noted the 60-second ad from Zambezi, L.A., uses the "simple concept of keeping the camera centered" on the earphones themselves. This "enables the spot to accomplish two goals rarely achieved at the same time" to feature a star roster of celebs while also "keeping attention focused on the product." The ad "easily drives home the point that these devices stay with you through pretty much any activity." Other athletes featured in the spot include boxer Anthony Joshua and 76ers G Ben Simmons (ADWEEK.com, 4/15).
