The Beats by Dr. Dre 'Hear What You Want' campaign is visually impactful. The commercial staring Kevin Garnett begins with Garnett watching a television program where people are criticizing his team and his demeanor during games. The plot follows him to the bus on game day where fans jeer, yell, and hackle him as he rides the bus to the game. The chaotic fans are wildly noticeable, and are silenced as Garnett puts on his Beats headphones. The music that starts playing from his headphones is positive and encouraging and changes the mood of the commercial entirely. After putting on his headphones, Garnett is able to focus on getting ready for the game. Parts of the commercial is shot in slow motion, and the music in the beginning sets a more dramatic tone that is later contrasted with Garnett finding peace in his music. Beats uses music video directors to film their commercials which I feel helps align the brand with the ideas associated with music videos - modern, young, crisp and dreamy. The music video commercial also correlates with the product at hand well. The fact that Beats is advertising noise canceling headphones seamlessly reinforces the storyline. Garnett shows the perfect facial expressions and demeanor to portray what the commercial intends to convey to the viewer. This commercial sends a very relatable story to the audience. Everyone experiences negativity in life that needs to be ignored in order to focus on a greater goal. This 'Hear What You Want' commercial depicts this theme it in a powerful and direct way. Music can be a useful outlet for people, and Beats has positioned themselves as the headphone of choice for just that. I have found that brands can get lost in the storytelling of advertisements, but I admire how Beats managed to effectively represent their brand while also telling a very relatable story. An improvement that could be made for this commercial would be to have the newscasters more specifically target Garnett during the opening part of the commercial on TV. The scene right before Garnett walks out to the game could have been a bit more interesting than Garnett wrapping his finger, but I really enjoyed almost every aspect of this commercial.
Commercial link: https://www.youtube.com/watch?v=3yUj0Ta44DI
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