Beats By Dre #TheGameStartsHere Storytelling Campaign Ropes In Rugby Stars

Beats by Dre headphones has launched 'The Game Starts Here' video campaign featuring Rugby stars from England, New Zealand and France for the Rugby WorldCup

29-year-old Chris Robshaw is captaining England national Rugby team in the ongoing 2015 Rugby World Cup. Ranked as third in the all time list of English captains, Chris has transformed into a worthy leader despite all odds. And he has already got the winning streak on for his country that is the host, but last won the cup in 2003.

The pressure is on Chris with the games being played on home turf and questions being raised by the media about his leadership skills. However Chris feels that playing at home has its own advantage as you always back yourselves at home. The emotions and pressures of being the England captain has been beautifully captured in this 3-minute video with the background theme song ‘Jerusalem’ performed by Jacob Collier.

The video is one of the 3-part video series of “The Game Starts Here” campaign from Beats by Dre headphones.


Beats by Dre, one of the sponsors of the ongoing Rugby World Cup 2015 is 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 series of ads for ‘The Game Starts Here’ campaign have been created by R/GA London for the English, French and New Zealand market.

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 French ad stars Wesley Fofana grappling with national disappointment and expectations, exploring the national motto, (Liberté, Égalité) “Fraternité Ou La Mort”. The three commercials also feature interviews with all the three rugby stars, behind the scene videos.


In addition to this, the final graphic at the end of each video is presented in the colour of the country in each commercial, black for New Zealand, red for England and blue for France.

On Twitter, the brand has been sharing all about the tournament, the inspiring videos and about the rugby players who are supposed to make their countries proud. Don’t miss out the cool headphones in the visuals.

The Instagram page with 2.2 million fans, has been quite interesting with tempting pics of the headphone worn by the Rugby stars.

Richie McCaw about to carry the weight of a nation on his back. #TheGameStartsHere #NZL Hit the link in the bio to watch the full film. A photo posted by Beats By Dre (@beatsbydre) on

Additionally, all the three videos have a short Instagram version too, which is pacy and makes it worth a watch.

The way to defend a legacy is to start again each day. Watch Richie McCaw in #TheGameStartsHere. Hit the link in the bio to watch the full story. A video posted by Beats By Dre (@beatsbydre) on

Beats has become synonymous with the way athletes prepare; stars like Serena Williams and Neymar have already given ears to the brand.

“I’ll rise up unafraid and I’ll do it a thousand times again.” @SerenaWilliams #RISE

A photo posted by Beats By Dre (@beatsbydre) on

With basketball, football and tennis covered, the brand has set its sight on rugby, hoping that the spotlight on the sport’s World Cup propels its #TheGameStartsHere campaign to inspire casual fans to try the product.

“Making spots about basketball and football isn’t always easy but they’re so popular,” Omar Johnson, Beats’ chief marketing officer told The Drum, while discussing how the brand tackled a sport like rugby, which it had no real insights on. “Rugby is niche. We wanted to create something that reflected that it’s a sport not just about the player or the team; it’s about national pride.”

And Omar has high hopes for the latest manifestation of the brand. “I think this is probably our best work,” he claimed.

#TheGameStartsHere is an inspiring campaign with storytelling at the front while the product forms the backdrop. The World Cup is a special moment for a player as much as it is for a fan. Showing the struggle, the hard work and pressure that every player goes through for a tournament that happens once in four years, will surely bond fans supporting their teams. This also gives the brand visibility by being plugged in just the right spots in all the videos.

“Our marketing works just to get people to try our product, because I know once they try it, our product is going to do the rest.”