Beats by Dre met en avant les rituels dans son film pour la Coupe du Monde

Un match de football ne se joue pas pendant 90 ou 120 minutes, il commence bien avant. Dès la mise au vert de l’équipe mais surtout dans le vestiaire, les quelques minutes qui précédent l’entrée sur le stade sont sans doute les minutes les plus importantes pour un joueur de football. Chaque joueur se plonge alors dans son match, chacun à sa manière, avec ses rituels. Ces rituels ne sont rien de plus que de la superstition, que certains y croient dur comme fer et que d’autres rejettent et balaient d’un coup de main. Mais ces rituels sont avant tout l’expression de chacun à accepter la pression du match et à conquérir le doute. Que ce soit à travers la prière, les gestes, les vêtements, les mouvements ou encore la musique. Et quand on parle de musique, une marque s’est démarquée dans le monde du sport récemment : Beats et son dernier casque, le Solo2.

Game Before The Game est la plus grosse campagne de Beats à ce jour et met en avant les rituels d’avant-match des joueurs de football, célébrités et fans. Cesc Fabregas embrasse quatre fois la bague que sa petite amie lui a donnée avant d’enrouler du ruban adhésif pour la maintenir en place, Luis Suarez embrasse le tatouage du prénom de sa fille sur son poignet, Chicharito commence chaque match en priant à genoux comme lui a appris son père et Neymar appele son père pour entendre des paroles d’encouragement, de sagesse, de confiance et d’amour.

La campagne célèbre aussi les rituels d’avant-match des fans autour du monde. Dans un petit garage, un père brésilien et son jeune fils se tiennent debout devant une maison devenue sanctuaire en plaçant des chapelets de perles autour d’une image de Neymar. Dans un appartement moderne, un homme écrit le nom des équipes rivales sur des petits morceaux de papier avant de les mettre dans son frigo. Personnellement, j’avais aussi mon propre rituel avant un match qui était d’embrasser le collier que m’avait offert ma mère à mes 18 ans, comme quoi l’insight de Beats est clairement vrai et fondé et permet à la marque de faire de l’ambush le plus naturellement possible, à la manière d’un Nike et sa campagne Risk Everything.

Découvrez sans plus attendre le nouveau film de Beats en exclusivité sur Sportsmarketing.fr :

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Game Before the Game a pour vedettes quelques uns des footballeurs les plus talentueux et aimés de la planète comme Neymar, Mario Goetze, Daniel Sturridge, Cesc Fabregas, Luis Suarez et Robin Van Persie mais aussi nos français Bacary Sagna & Blaise Matuidi quelques stars comme LeBron James, Serena Williams, Rio Ferdinand,  Thierry Henry, Lil Wayne ou encore Serena Williams.

Beats lancera plusieurs versions en format court de cette campagne avec une série de spots publicitaires diffusés dans 9 pays et en cinq langues différentes. Chaque version sera adaptée localement, mettant en valeur les athlètes et rituels les plus authentiques du pays en question.

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4 Rétroliens / Pings

  1. Beats By Dre réalisent une vidéo exclusive pour le France-Allemagne de la Coupe du Monde
  2. Beats by Dre se pare d'or pour célébrer la victoire de l'Allemagne
  3. La dernière publicité de Beats By Dre avec LeBron James
  4. Beats By Dre - The Game Starts Here

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