New advert for Beats by Dre / Advertising campaign

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

📝 Script and creative concept

created by a creative agency MIRIMAR,

It tells a fictional story in the style of classic kung fu films, where the main character (Speed) must undergo training and trials to learn the essence of «stability».

• Internet troll and challenge. During the stream, user ZenAF8 begins to insult Speed, claiming that he is «unstable» This provokes Speed to accept the challenge and prove the opposite.
• Journey and master. Speed sets off on a journey to find a true kung fu master, learn all the necessary skills, and discover «stability».
• Training. IShowSpeed undergoes intensive training: running, performing acrobatic stunts and sparring with monks. At the same time, it is demonstrated that Powerbeats Pro 2 headphones remain stable during any movement.
• The final battle. In the decisive scene, Speed faces off against the master (or the embodiment of the troll) and «demonstrates» his fighting skills. He finally «strengthens» his stability by overcoming his own limitations.

Thus, the plot revolves around how the hero of «Speed» overcomes challenges and achieves kung fu mastery, while emphasising the reliability and stability of Beats Powerbeats Pro 2 headphones.

Brand insight

Powerbeats Pro 2 = stability in motion.
Hero = unstable energy that gains control.

Idea:

Slogan:

Master Speed. Master Stability.

Logotype Beats.

Image:

IShowSpeed as a hyper-emotional hero who goes from chaos to mastery.

Tone:

• A parody of 1970s kung fu films
• A bit absurd
• Self-irony
• Epic soundtrack with orchestra

Message:

Master: “Your speed is a gift. But without an anchor, that gift becomes a curse. These headphones won’t fall out. No matter how you move. Prove the same to yourself.

What’s the point?

This isn’t about headphones.
It’s about growth:

💥 Chaos →
🧘 Discipline →
🔥 Mastery →

The brand is embedded in the path of transformation.

🎬 Who is in the video?

In the video, the main character IShowSpeed (American YouTuber and internet streamer. Known for his diverse live streams)

Paco Yick — plays the role of a kung fu master. He previously worked as a stuntman for Jackie Chan, which adds authenticity to the film.

Real monks from the Shaolin school were also involved, participating in training scenes.

🎥 Who took the photo?

• The project was directed by British directorDaniel Wolfe (Love Song Productions), known for his work in films and music videos,
• The filming was done on film Super 16 mm, to give the film a retro cinematic atmosphere,
• Filming took place in Bangkok (Thailand),
• An original musical accompaniment was commissioned with a 30-piece orchestra.

💲 Cost

The budget for the promotional film (script, filming, logistics, fees, orchestra, studio recording, etc.) exceeded $600,000. The final product was a 5-minute video.

📺 Premiere
The video was first shown live on the IShowSpeed channel during his stream, rather than through standard advertising, which allowed him to gather a huge live audience.