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Volume 7 No. 149
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Neymar, Harry Kane Star In Beats By Dre's 'Made Defiant' World Cup Ad

Beats by Dr. Dre revealed the latest installment of its “Made Defiant” campaign, and it "pulled out all the stops," according to Jacob Davey of COMPLEX. Enlisting director Guy Ritchie to provide his "signature, high-octane and tongue-in-cheek style," the new film focuses on the "defiant attitude footballers require to make it to the top," ahead of a year of World Cup action. The film tells the individual stories of Andriy, a Russian kid with "big dreams in the play-park where it all began for some of the best players of the planet." England’s Harry Kane, Germany’s Mesut Özil, Benjamin Mendy from France and Brazil’s Neymar star in the new advert. Soundtracking the visuals is Anderson .Paak's "Bubblin" (COMPLEX, 6/7). ADWEEK's T.L. Stanley reported it looks like a Ritchie flick, "without all the violence and viscera." The short film is broken into segments to "mirror the tracks of a mixtape." Its long-form running time and "cinematic feel have become hallmarks for the brand's global sports marketing" (ADWEEK, 6/8).