Beats "the game starts here" by R/GA

Beats by Dre ads don't vary much.

An athlete puts on headphones to block out distractions before a game, hears a banging tune – job’s a good ’un. For the Rugby World Cup, the brand has released three spots by R/GA London featuring Chris Robshaw, Wesley Fofana and Richie McCaw. This time, the ads also show the players’ training regimes and the challenges they face, and the banging tunes are replaced by rousing anthems. They were created by Edwin Latchford and Ciaran McCarthy, and directed by Andre Stringer and Twin through Reset.