Bukayo Saka has starred in Beats by Dre’s new marketing campaign ‘Defy the Noise’ which premieres ahead of the FIFA World Cup Qatar 2022.
Produced by creative agency Uncommon, the headphone brand’s latest campaign raises awareness of the pressure, expectation and criticism that some of the best footballers face off the pitch.
Last year, Bukayo Saka, Marcus Rashford and Jadon Sancho became victims of racial abuse online after missing penalties in the Euro 2020 Final against Italy which England subsequently lost.
According to Beats by Dre, some of the world’s greatest sports men and women have had to learn how to silence and defy harsh and judgmental noise made on social media.
The 90-second spot produced by Pulse, sees Bukayo Saka, Serge Gnabry, Kingsley Coman and Ritsu Doan, work hard to ignore the criticism and media hype surrounding their sporting efforts.
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While Gnabry has been criticised for his off-the-pitch interests, Coman has also been judged in the past for missing France’s World Cup win in 2018 due to serious injury.
The film also debuts British rapper Slowthai’s new single ‘I know nothing’, featuring lyrics that condemn the negativity on social media and how it ‘distorts our perception of reality’.
“Social media can and should be used as a tool for connection and good but instead it serves to gloat and punch down,” Slowthai added.
“It fails to show the harsh reality we live in, which can lead to isolation and depression. Let’s lift each other up.”
A number of notable cameos from stars from across football, music, TV and social media also appear in the ad, including Fabrizio Romano, Ledley King, Joe Cole, Frimpon, Dotty Charles, Laura Woods, Anton Ferdinand, Alessia Russo, Mary Phillip, and Peckham Town FC.
