Cannes Lions

King Of The Court

PARK PICTURES, New York / BEATS BY DRE / 2023

Original Content
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Overview

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Credits

OVERVIEW

Background

“King of the Court” for Beats by Dre, not only features LeBron James working on his game at home, and is joined by his son, Bronny, in a game of generational one upmanship where the two go back and forth in their backyard court.

Lebron James listens to his favorite classical music to get bummed while Bronny bumps “Hell Yeah” by Sofaygo ft. Ken Carson, for motivation.

Idea

The ad, by Translation, debuted on Beats’ social media channels ahead of the NBA season opener. Signifying the juxtaposition of two different eras, it shows LeBron preparing to practice while listening to one of his favorite genres–classical music. Meanwhile, Bronny blasts an unreleased track from rapper and Apple Music's Up Next artist SoFaygo.

Strategy

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Outcome

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