New commercial for the Powerbeats Pro 2 headphones / Advertising campaign

Apple has commissioned a new commercial for its sub-brand Beats by Dre.

📝 Video Script

The script was created by the agency MIRIMAR,

The story is inspired by classic kung fu films. The protagonist, IShowSpeed, an American streamer and content creator, embarks on a journey to find the greatest kung fu master. Through a series of grueling trials and rigorous training, he gradually discovers the true meaning of stability.

• The Internet Troll and the Challenge. During one of his livestreams, IShowSpeed puts his trademark speed and energy on display when a user named ZenAF8 begins trolling him in the chat, questioning the very qualities he is known for by calling him “unstable.” The comment becomes the catalyst for the entire story, prompting IShowSpeed to accept the challenge and set out on a journey to prove the troll wrong.
• The Journey and the Master. IShowSpeed embarks on a journey to find a true kung-fu master. By taking on the role of a student, he endures rigorous training, learns the discipline of kung fu, and gradually discovers what true stability really means.
• The Place of Transformation. In classic kung fu films, the temple is where the student undergoes rigorous training, learns discipline through a series of trials, and ultimately earns the right to become a master.
• The Training. At the beginning of the film, IShowSpeed is impulsive and driven by raw emotion. Inside the temple, however, he learns to control himself, maintain balance, stay focused, and develop discipline. This training serves as a visual metaphor for his transformation from chaos to stability. Along the way, he undergoes an intense regimen—mastering kung fu techniques, practicing grappling, performing acrobatic jumps, and sparring with the monks.
• Product Demonstration. The training sequences naturally showcase Powerbeats Pro 2’s key product benefit: the earbuds stay securely in place even during the most intense movement. Every jump, grapple, and sparring session reinforces the product promise, which is why Beats confidently calls them “the most stable earbuds on earth.”
• The Final Showdown. In the film’s climactic scene, IShowSpeed finally comes face to face with ZenAF8—the physical embodiment of the internet troll who set his journey in motion. Drawing on everything he has learned, he demonstrates his newly acquired kung fu skills. More importantly, the battle symbolizes his inner transformation: by overcoming his opponent, he ultimately overcomes his own limitations and proves that true speed comes from stability.

As a result, the entire story revolves around IShowSpeed’s transformation as he overcomes challenges and masters kung fu, while naturally reinforcing the core product promise of Powerbeats Pro 2: exceptional stability and a secure fit, even during the most intense movement.

Brand insight

Powerbeats Pro 2 = stability in motion.
The Hero = unbridled еnergy that becomes controlled.

(When you’re moving, you want the confidence that nothing will distract you and everything will stay securely in place.)

Big idea

Slogan

Master Speed. Master Stability.

Logo Beats.

Image

IShowSpeed is portrayed as an impulsive and highly emotional hero who undergoes a profound transformation—from chaos and a lack of control to discipline, mastery, and stability.

Tone of voice

• A parody of 1970s kung fu movies,
• A touch of absurdity,
• Self-deprecating humor,
• A grand orchestral soundtrack,

Message

Master:”Your speed is a gift. But without an anchor, that gift becomes a curse. These earbuds won’t fall out—no matter how you move. Now prove it to yourself.”

The real challenge isn’t to test the earbuds — it’s to become just as stable yourself.

Metaphor

Main idei: It’s not about the earbuds.
Main idei: It’s about transformation.

💥 Chaos →
🧘 Discipline →
🔥 Stability →

The brand becomes an integral part of the hero’s transformation, helping IShowSpeed journey from chaos to stability.

🎬 Who appeared in the video?

The following key characters appear in the Powerbeats Pro 2 commercial:

IShowSpeed – main character (an American blogger and internet streamer)

Paco Yick — A kung fu master who teaches the protagonist discipline, balance, and self-control. He is a fictional character who symbolizes wisdom and the path to mastery. He previously worked as Jackie Chan’s stunt double, which lends the film added authenticity.

Real monks from the Shaolin School also took part in the filming and appear in the training scenes.

🎥 Who filmed the video?

• The project was led by a British director Daniel Wolfe (Love Song Productions), known for his work in film and music videos,
• The film was shot on Super 16 mm film to give it a retro cinematic style,
• Filming took place in Bangkok (Thailand),
• The musical accompaniment was performed by a 30-member orchestra,

Director Daniel Wolfe deliberately draws on the conventions of classic Hong Kong kung fu films: the student’s journey, the wise mentor, the monastery, a series of rigorous training sequences, and the final test. By embracing these familiar storytelling elements, the commercial feels more like a short film than a traditional advertisement.

💲 Cost

The budget for the commercial (script, filming, logistics, fees, orchestra, studio recording, etc.) exceeded $600,000, and the result was a 5-minute video.

The development of the script accounted for approximately 35% of the project’s total budget.

According to the creative team, the biggest challenge was crafting a story in which Powerbeats Pro 2 would be perceived not simply as a pair of earbuds, but as both a symbol and an enabler of stability—a quality essential for peak athletic performance. At the same time, it was crucial to avoid making the film feel like a conventional advertisement. The product had to become a natural part of the narrative, supporting the hero’s journey rather than dominating it.

That’s precisely why the creative team built the story around IShowSpeed—a personality known to millions as the embodiment of speed, chaos, and unbridled energy. Throughout the film, the audience is led to a simple idea: “Without stability, speed means nothing.” Rather than serving as a product on display, Powerbeats Pro 2 become an integral part of the hero’s transformation, helping him gain control and ultimately achieve stability.

The following people worked on the script:

• Chris Mead — creative director, screenwriter.
• Kris Wong — creative director, screenwriter.
• Pete Watson — co-author.
• Nick Morrisey — he oversaw the creative aspects of the project.

📺 Premiere
The video was first shown live on the IShowSpeed YouTube channel during one of his streams, rather than through a standard ad— this allowed him to attract a huge audience in real time.