"Ordinary is For Everyone Else"

20 November 2024

66s

Oh, Superman.

Two Norwegian icons are brought together in this dryly funny celebration of Manchester City footballing colossus Erling Haaland with a soundtrack provided by Edvard Grieg's 'In the Hall of the Mountain King'. Director Elliott Power puts Haaland through his paces as he is shown turning the wilds of his native land into a training circuit, watched on by understatedly admiring compatriots.

Haaland's goalscoring prowess would have made him very attractive to the advertising world regardless of what he looks like, but his physique and distinctive Nordic look adds to the sense that he is a different species from the other players on the pitch, and this commercial plays cleverly into this idea by representing him as more than human.

That said, the ad's tongue is lodged firmly in its cheek as agency Uncommon and director Power share responsibility for ensuring we know that neither Haaland nor the brand take themselves too seriously. This is excellent work and it will keep Beats by Dre firmly on top of the hill... snowy or not.

UK

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