Beats by Dre "The Pills" and "campaign of destruction" by R/GA LA and R/GA London

Beats by Dre has released two TV campaigns promoting its headphones and speakers. The ads first aired during the MTV Video Music Awards at the end of August but will launch in the UK later this year. R/GA created the work through a collaboration between the agency’s Los Angeles and London offices. One campaign is called "The Pills" – a spoof of the reality show The Hills – and features animated character versions of Beats speakers. The characters are voiced by the comedian Chris Rock and the rapper Eminem, among others. The second campaign is for Beats by Dre’s in-ear headphones and comprises two ads. Each features a celebrity – the rapper 2 Chainz and the tennis player Serena Williams – who destroys a generic pair of headphones. Both campaigns will be backed by social media and digital work. They were created by Rodrigo Sobral and Peter Jupp, and directed by Framestore.

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