The “Game Before The Game” five-minute film features potential World Cup stars including Neymar Jr., Mario Goetze, Cesc Fabregas, Luis Suarez, Chicharito, Robin Van Persi and Daniel Sturridge, who Marketing Week revealed had become a brand ambassador last month.
The R/GA created film shows the pre-match rituals used by the players to “find their true strength and “the power to win”. The ad will run in nine countries, including the UK, and in five languages with local executions featuring players and rituals that resonate in that country.
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, however, will be banned from wearing the headphones in and around World Cup venues to protect official partner Sony’s exclusive rights.
However, Beats is using the campaign to highlight its association with football and raise awareness of the brand in particular in Western Europe, where the majority of the footballers in the campaign play.
The campaign is the first since the £3bn acquisition of Beats by Apple last month.