Uncommon Creative Studio’s new campaign for Beats by Dr. Dre is so funny. It’s a montage of global football superstar, Erling Haaland’s, training regime. It’s entertaining even if you’re not a football fan. His methods are mad.

The campaign’s humorous film & striking posters, shot in the Norwegian woods, celebrate the athlete’s differences, in all their oddness & brilliance, as he powers through his extreme methods of training. The film’s wit not only underlines his unique training methods, it also reflects how he is famously known for embracing nature – from using a log in a river as treadmill, doing pull ups on a cliff edge and more, while playing to the striker’s dry humour and personality.

Beats supports Haaland on his journey throughout the film and the campaign shows a portfolio of his favourite products that can withstand workouts even as extreme as his.

The campaign message is underlined in the tagline, Ordinary is for everyone else.

Erling Haaland stated, “I trial many methods to keep focused in my training, from meditation to music, and the wide range of Beats by Dre products help me to stay motivated — not only during my intense exercise regimes but just before a big match.”

The campaign’s collection ofimages for OOH capture Haaland in a moment of time when he is at his pinnacle. One image shows Haaland sat amongst a pack of wolves, another submerged in the icy waters of Norway.

Credits
Client: Beats by Dre
Creative Studio: Uncommom Creative Studio
Photography: Scarlett Carlos Clarke
Production Company: Lovesong
Director: Elliot Power
Edit: Fouad @ Cabin
VFX: Stray VFX
Sound: Jack @ King Lear