1. Beats by Dre: Made Defiant – The Mixtape feat. Neymar Jr., Kane, Ozil and Mendy

Beats by Dre has recruited four of football’s biggest stars and one of the world’s best-known film directors for its 2018 World Cup ad.

Continuing the brand’s ‘Made Defiant’ campaign, the short film titled ‘Defiant Mixtape, volume 1′, follows the story of young Russian prodigy Andre who is dealing with local bullies. He is seen kicking a football around his kitchen when he’s sent outside to the play park by his mother.

The film then travels around the world, depicting the challenges that football greats Harry Kane, Mesut Özil, Benjamin Mendy and Neymar Jr faced in their journey to where they are today. The ad, which was directed by Guy Ritchie and narrated by Peaky Blinder star Paul Anderson, focuses on the notion of turning an obstacle into an opportunity.

The campaign is designed to promote Beats by Dre’s new ‘Decade Collection’, which the featured players are wearing throughout the film.

Creative agency: In-house
Media agency: PMG

2. Apple: Behind the Mac

Apple keeps the storytelling simple in this spot for its Mac laptops. It shows people working on their MacBooks, making art, poetry and music, but rather than focusing on what the laptop can do, it instead focuses on users’ passions, even if it leaves them frustrated.

The full campaign features 12 stories of real individuals, including entrepreneur Peter Kariuki who developed an app that aims to make roads in Rwanda safer, musician Grimes and blind photographer Bruce Hall. Each one features in this hero video, which is…