RPS Silences Haters for Colin Kaepernick, Kevin Garnett with Beats by Dre
The ugly side of sports fandom is silenced in a dramatic new Beats by Dre campaign cut by Rock Paper Scissors editor Damion Clayton in collaboration with Prettybird via R/GA. When San Francisco 49ers quarterback Colin Kaepernick and Brooklyn Nets All-Star Kevin Garnett roll up to their opponents’ arenas, they meet mobs of rabid, furious fans hurling a toxic stew of crass and racist epithets. Stone-faced and confident, the athletes clamp Beats by Dre Wireless Studio headphones to their ears and march past their taunters, locked in the tranquil sway of Aloe Blacc’s The Man.
Check out Kevin Garnett: Hear What You Want here.
“There can be power in shutting out the world and focusing inward, and professional athletes understand that more than most,” notes Clayton. “This was an interesting concept. Representing the athlete’s inner life on screen was a unique challenge, a great opportunity to engage with a more abstract concept.
“This was a first-rate collaboration from the start,” explains RPS Executive Producer CL. “Prettybird did an amazing job recreating these mobs of ridiculously vicious fans, giving Damion a strong foundation for the multiple versions of each spot that followed. The result is a pair of beautiful stories that draw in viewers and perfectly embody the Beats by Dre brand.”
Client: Beats by Dre
Title: Hear What You Want: Kevin Garnett, Hear What You Want: Colin Kaepernick
Air Date: November 24, 2013 (Kevin Garnett), December 2, 2013 (Colin Kaepernick)
EVP, Global Head of Marketing: Omar Johnson
Senior Producer, Branded Content: Erin Sullivan
Producer: Yamani Watkins
Producer: Diego dela Maza
Production Company: Prettybird
Director: Paul Hunter
Editorial: Rock Paper Scissors
Editor: Damion Clayton
Executive Producer: Carol Lynn Weaver
Producer: Angela Dorian
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