ArtClass’s Vince Peone Directs Daniel Ricciardo and Josh Allen Bromance for Beats by Dre

ArtClass’s Vince Peone directs F1 driver Daniel Ricciardo and Buffalo Bills QB Josh Allen in Beats by Dre’s latest spot “Bromance.”

This chestnut thoroughbred struggles with speed and consistency, seems to have four left feet and may be past his prime. But he has a unique edge in a competitive world—namely two superstar owners and … the gift of speech?

The talking equine’s name is Ricallen, a portmanteau of his passionate backers—Josh Allen, quarterback for the National Football League’s Buffalo Bills, and Formula 1 racer Daniel Ricciardo—who made the impulsive purchase as a symbol of their deepening bromance.Can they ride this fiscally irresponsible decision all the way to the winner’s circle?

The wacky scenario, by the way, is mostly make-believe—except the BFF part—as Allen and Ricciardo chart new territory for Beats by Dre’s latest marketing campaign.The two athletes star in a nearly seven-minute film launching today that’s part buddy comedy, part underdog and fish-out-of-water story—an evolution of the brand’s traditional advertising with a rollout that borrows from Hollywood blockbusters.

Beats wanted to do “something unexpected and break out of the mold” of a 30-second product-focused spot, according to chief marketing officer Chris Thorne, while still including a generous but unobtrusive amount of product embedded in the content.

Brand execs recently brainstormed some entertainment-centric concepts built around the real-life friendship of Allen and Ricciardo, who are both in the existing ambassador stable of the Apple-owned company.

Head to Adweek for more!