The new contender on the block, however, is Beats headphones, which has dropped a bundle on its latest piece of video content (and so they should given what they cost). And it's an impressive piece of communication. We see Brazilian star Neymar, Germany's Mario Götze and Mexico's Chicharito play "the game before the game" - psyching themselves up with a driving music track delivered through their Beats headphones.
I personally love the human insight in it. Athletes and performers are well known for using music to adjust their mental state and lift their game.
Where the Beats ad falls down for me is in the way it links up in the end. "The game before the game" just feels a little flat and introspective. I almost want them to communicate, "Take it onto the field" and leave me on more of a high.