On the heels of reports that
Apple has announced plans to buy Beats Electronics and Beats Music for $3 billion. Founded by music mogul Jimmy Iovine and rapper Dr. Dre, the maker of headphones and speakers has leveraged its marketing savvy to create a hugely popular brand.
The latest ad from Beats to debut is called, "The Game Before The Game." Though shorter versions run on television, the five-minute version is online and focuses on the upcoming
In other words, it's much more youth-oriented and rocking than Apple's recent fare, such as its "What Will Your Verse Be?" campaign. By comparison, that Apple ad is meditative and philosophical and reflective. Nothing that quotes poet Walt Whitman is likely to get you stomping your feet.
Despite the different approaches, Apple Chief Executive
"As a huge sports fan, I love 'The Game Before The Game,'" Cue tweeted on Monday.
There's been talk that Apple bought Beats to infuse a bit more energy into its brand. Though for the moment, the companies have to keep their official distance until the deal actually closes, probably in September.
Still, the timing of the tweets and the Beats campaign comes right as AdAge published a lengthy story this week that claims Apple is trying reboot its own marketing operations by building its own internal ad agency, and rethinking the way it works with traditional partners.
That story also mentioned an email from Apple Senior Vice President Phil Schiller, who runs the company's marketing, that surfaced during the recent patent trial against Samsung. In the email, Schiller seemed to say that Samsung's ad campaigns were better than Apple's.