The new spot follows the same theme as its original “Game Before The Game” ad, which featured a number of World Cup players including Robin van Persie, Luis Suarez and Cesc Fabregas. This time, however, it specifically shows French and German fans preparing for the match.
The ad also features a number of celebrities, including French rapper Black M, Olympic gold medallist Claudia Pechstein, German rapper MC Fitti and German singer Matteo. It was shot in a variety of locations throughout Paris and Berlin, including the rooftop of Universal Music, a Berlin recording studio and a graffiti store.
Beats is not a World Cup sponsor but is hoping to use the competition to highlights its association with football and raise awareness of the brand, in particular in Western Europe. The brand is a favourite of football players who are often seen arriving at games and appearing at post-match press conferences wearing Beats headphones.
Players have been banned from wearing the headphones in and around World Cup venues. However, that does not seem to have stopped World Cup stars including Brazilian footballer Neymar Jr from turning up to games sporting them.