Beats is turning customization into a casting gag for the launch of its new Beats 360 headphones, with Kendall Jenner playing seemingly every version of herself.
Created by Uncommon Creative Studio and directed by Ariel Fisher through Magna Studios, the campaign runs under the line “One headphone. Every version of you.”
The film places Jenner in a slightly surreal world where familiar faces keep turning into… Jenner.
She appears as a cafe customer, a server, a gym-goer, someone chatting on the phone and even as figures in the artwork around her, with each version wearing a different combination of Beats 360 headphones and interchangeable cushions.
The idea gives a simple product feature a visual payoff.
Rather than explaining customization through a traditional product demo, the campaign lets the multiple Jenners do the work. Each version of her represents a different mood, activity or look, while the headphones change with her. Watch below:
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“Kendall tailors her looks to fit every moment, so she needs a headphone that can change with her,” said Chris Thorne, chief marketing officer at Beats. “The film captures that perfectly, playfully showing every side of Kendall and how Beats 360 keeps up with all of them.”
The spot is set to Gary Numan and Tubeway Army’s Are ‘Friends’ Electric?, adding another layer of personality to the campaign’s identity-shifting setup.
Beats 360 is the brand’s new flagship over-ear model and its first to offer swappable ear and headband cushions.
The $349.99 headphones are available in Black, Cloud, Pink and Sky, with Performance Knit cushions designed for exercise and additional cushion kits available in six colors. UltraPlush cushions are also offered in Black and Cloud.
Beats is positioning the model as both a fashion accessory and a workout-friendly headphone. Features include IPX4 sweat and water resistance, active noise cancellation, Transparency mode, Adaptive EQ, Personalized Spatial Audio and compatibility with both Apple and Android devices.
The campaign also marks another chapter in Jenner’s relationship with the brand. She previously appeared in Beats’ 2014 #SoloSelfie campaign, while her sister Kim Kardashian has more recently fronted several Beats activations of her own.
Beats 360 went on sale through Apple on Sept. 22, with wider retail availability beginning Sept. 24.
The creative works because the product benefit is embedded directly into the joke.
Same Kendall.
Different mood.
Different look.
Different headphones.
