Creativity

Guy Ritchie directs a 'mix-tape' of athletes' journeys for Beats by Dre World Cup ad

Film focuses in on Harry Kane, Mesut Ozil, Benjamin Mendy and Neymar Jr.

By Alexandra Jardine. Published on Jun 07, 2018

Editor's Pick

Beats by Dr. Dre follows the "journeys" of four players from different countries in its "mix-tape" World Cup ad, tapping Guy Ritchie to direct the action.

The film starts off telling a story about a young Russian boy who kicks a football in a park and potentially gets himself into trouble. We then move into four separate strands, focusing in on England's Harry Kane, Germany's Mesut Ozil, Benjamin Mendy from France and Brazil's Neymar Jr. Each part of the "mix-tape" tells of how that player overcame obstacles in order to succeed, and the story wraps up by explaining that each player has inspired the young boy, who will be "the future of Russian football."

There are also cameos from Beats' athletes Serena Williams, Thierry Henry and Patrice Evra, as well appearances from players including Eden Hazard from Belgium, David de Gea from Spain, Russia's Fyodor Smolov, Gabriel Jesus from Brazil and Raúl Jiménez from Mexico. The soundtrack includes Anderson .Paak's latest single "Bubblin" along with a number of others tracks.

In characteristic Ritchie style, the film is narrated in a "cockney geezer" type accent by actor Paul Anderson ("Peaky Blinders"), which gives it a gangster-caper feel. While, like the Adidas' World Cup effort, this ad is stuffed full of talent, it has a more coherent narrative, which at four-minutes long, is no bad thing.

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Credits

Date
Jun 07, 2018
Client:
Beats
Director:
Guy Ritchie
Director of Photography:
Alan Stewart
Production Company:
RESET (USA)
Production Company:
Independent (UK)
Executive Producer:
Dave Morrison
Executive Producer:
Verity White
Producer:
Annabel Ridley
Editor:
Jamie Foord
Editor:
Rock Paper Scissors
Color:
Dave Hussey
Color:
Company 3
VFX/Finishing:
Andy McKenna
VFX/Finishing:
Hugh Seville
VFX/Finishing:
A52
Music:
"Bubblin"
Music:
Anderson .Paak
Music:
"Boadicea"
Music:
Enya
Add'l Music:
Ring The Alarm
Add'l Music:
Jonah Christian
Add'l Music:
King Mez

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