Beats by Dre Game Starts Here

Beats by Dre sponsorship of the Rugby World Cup is being promoted in The Game Starts Here, an advertising campaign featuring New Zealand captain Richie McCaw, English captain Chris Robshaw and French captain Wesley Fofana. The New Zealand film features Richie McCaw in Kurow, North Otago, alongside shots of a Kapa Haka group performing a haka (Taku Turangawaewae Motuhake) written exclusively for Beats By Dre by composer Inia Maxwell. The English commercial follows Chris Robshaw as he faces press conferences, media doubts and the pressure of the passion of the fans. The spot is overlaid with Jerusalem, performed by Jacob Collier. The French ad stars Wesley Fofana grappling with national disappointment and expectations, exploring the national motto, (Liberté, Égalité) “Fraternité Ou La Mort”. The three commercials, along with interviews, Instagram and Twitter promotion, feature Beats Studio Wireless and Powerbeats2 Wireless products.

Richie McCaw running in Beats by Dre commercial

The game begins far away from the glare of stadium lights. It starts in the nation that shapes you. On the fields where you hone your skill. In the gyms where you strengthen your body. And in the locker room where you ready your mind for battle. In this game, the ones who handle the expectation and pressure of their nation will be the ones who triumph. The game starts here.

Look out for the symbols of competition, the British bulldog, the French coq, the Australian kangaroo, the South African protea, along with the destruction of the British Austin Maxi.

Bulldog mauls kangaroo in Beats by Dre commercial
Bulldog and coq in Beats by Dre commercial
All Blacks dart board in Beats by Dre commercial
Austin Maxi being crushed in Beats by Dre commercial
Beats by Dre Instagram - Richie McCaw
Beats by Dre Instagram - Game Starts Here Chris Robshaw, Richie McCaw, Wesley Fofana

The final graphic, “The Game Starts Here”, is presented in the colour of the country in each commercial, black for New Zealand, red for England and blue for France.

The Game starts here in Beats by Dre commercial


The Beats by Dre Game Starts Here campaign was developed at R/GA, London, by executive creative directors Rodrigo Sobral and James Temple, art director Ciaran McCarthy and copywriter Edwin Latchford, agency producer Davis Priestley, working with Beats by Dre marketing team Omar Johnson and Diallo Marvel, designers Ned Karlovich, Cris Mascort, Ben Minton, Steve Judd, and Andre Beato.

Filming was shot by director Andre Stringer (England and France) and TWiN (New Zealand) via Reset and The Sweet Shop with director of photography Lachlan Milne, line producers Nicole Crozier and Andy Mauger, and executive producer Fiona King.

Editor was Brad Waskewich at Arcade Edit.