DAVID reviews

28 November 2017

Beats: Sound advice.

by Andrew MacGregor

Beats: “Above The Noise” - 4 mins 30s

Michael K Williams tells a weighty bedtime story in this Beats commercial. When a little girl struggles to doze off, Williams tells her to ignore the noise. Easier said than done when the global volume keeps rising.

This din comes in various forms, including racial slurs, wolf whistles, and bruising tackles. As these youngsters learn what the big bad world is capable of, William’s steely narration gains traction.

Latterly scored by Ruel’s ‘Don’t Tell Me’, the ad boasts some arresting imagery. A woman dancing amidst flaming cacti is a horticultural spectacle, and a storm personally lashes one stoic teen.

The brand also tap some formidable star power. Neymar, Serena Williams, and Cara Delevingne exercise their own volume control, while a boy pointedly wears a Colin Kaepernick jersey.

At four-and-a-half minutes long, Terence Neale’s film rewards patient viewers. A charged communication from a brand keen to endorse progressive, well, beats.

Film Production: Park Pictures Ⓟ Ⓦ
Director: Terence Neale Ⓦ
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