Ad Age’s Editors Pick: Beats Kim vs. Jim
KIM KARDASHIAN AND JIMMY FALLON BATTLE TO HAVE THEIR OWN BEATS HEADPHONES IN COMIC CAMPAIGN
‘Kim vs. Jim’ takes viewers into the ‘room where it happens’—product testing
Few people in the world can sell products like Kim Kardashian can. However, a new campaign from Beats by Dre puts that theory to the test by proposing a competition with an unlikely rival: Jimmy Fallon.
“Kim vs. Jim,” created by agency Mirimar, pits the beauty and business mogul against the night-time television star in a battle to decide who will get to launch their line of Beats Studio Pro headphones.
A humorous 90-second spot (above) depicts an excited Fallon entering Beats HQ to meet with the team that is set to launch his own mustard-colored headphones, inspired by his love of hot dogs. However, when he eavesdrops on a product test meeting, he learns he is up against Kim Kardashian’s sleek, nude-colored headphones named “Earth,” “Moon” and “Dune”—and only one will be released.
Few people in the world can sell products like Kim Kardashian can. However, a new campaign from Beats by Dre puts that theory to the test by proposing a competition with an unlikely rival: Jimmy Fallon.
“Kim vs. Jim,” created by agency Mirimar, pits the beauty and business mogul against the night-time television star in a battle to decide who will get to launch their line of Beats Studio Pro headphones.
A humorous 90-second spot (above) depicts an excited Fallon entering Beats HQ to meet with the team that is set to launch his own mustard-colored headphones, inspired by his love of hot dogs. However, when he eavesdrops on a product test meeting, he learns he is up against Kim Kardashian’s sleek, nude-colored headphones named “Earth,” “Moon” and “Dune”—and only one will be released.
Jimmy Fallon’s mustard colored beats
Graphic of Jimmy Fallon’s mustard colored beats
The film kicks off a competition between Kardashian and Fallon that will play out on social media, including Instagram polls inviting the public to weigh in and behind-the-scenes confessionals from Kim and Jim.
Last week, Fallon released a teaser for headphones on Instagram (below). The campaign plays into the tropes of product testing and engages consumers by bringing them behind the scenes of how product launches are decided.
Other teasers, including text exchanges between Kim and Jim, images of the color Fallon chose for his Beats and more, will be released on social over the coming days.
The campaign climax will occur when Kim and Jim face off in person on Wednesday, Aug. 14, when Kim appears on “The Tonight Show,” where the winning headphones will be revealed.