Kendall Jenner has found herself surrounded by… Kendall Jenner in a new campaign for Beats, that’s taken the idea of personalisation to a slightly surreal extreme.
Created by Uncommon Creative Studio and directed by Ariel Fisher through Magna Studios, the campaign launched Beats 360, the brand’s new over-ear headphones that feature interchangeable ear and headband cushions.
The 60-second spot starts innocently enough, with Jenner sitting in a cafe before heading off for a workout, in true Kendall Jenner fashion. Then things start to get a little strange.
Her friend is suddenly Kendall. The waitress is Kendall. The people appearing in artwork around the cafe are, naturally, Kendall.
Kendall is everywhere. With even the cafe itself named after the supermodel.
Each version of Jenner is styled differently and wears Beats 360 with a different combination of cushions, turning the product’s customisation feature into a visual gag about having a different headphone for each version of yourself. The spot closes with a simple idea: “One headphone. Every version of you.”
“Kendall tailors her looks to fit every moment, so she needs a headphone that can change with her. The film captures that perfectly, playfully showing every side of Kendall, and how Beats 360 keeps up with all of them,” said Beats CMO Chris Thorne.
The concept gave Beats a playful way to demonstrate a straightforward product proposition: Beats 360 allows users to change the ear and headband cushions depending on their look, activity or mood their in.
The new Beats 360 comes in four colourways, including Black, Cloud, Pink and Sky. Users can also switch up the look of their headphones with Performance Knit or UltraPlush cushion kits.
The campaign has rolled out across digital platforms including Instagram, TikTok, Snapchat, YouTube, Reddit, Pinterest, Hulu, Amazon and ESPN, as well as out-of-home activity in Los Angeles, New York, London and Shanghai.
There may be only one Kendall Jenner, but apparently Beats needed several to sell the headphones.
