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Grizzlies' Ja Morant starring in new Beats spot

Grizzles G Ja Morant recently became a Beats by Dre ambassador and now will be "front and center in a new campaign" for the company, according to T.L. Stanley of ADWEEK. The "music video-style spot" features an "original song from [rapper] Lil Baby written especially for Morant." Morant and Lil Baby “appear together” in the 90-second spot, "shot in shadowy black and white with 'Dark Mode' as the soundtrack." The song focuses on Morant's "work ethic and his drive to hone his craft out of the spotlight.” The ad “treads the brand’s well-worn path of marrying high-visibility pro athletes and sports tentpoles with pop and hip-hop superstars." The spot "originally dropped on TV last weekend." It “will run on digital platforms” such as Bleacher Report, NBA and Twitter, in addition to an “ongoing social push” on TikTok, Instagram and other channels. Morant has “quickly established himself as a go-to endorser” for Nike, BodyArmor and Hyperice, and he has “racked up more sponsorships” than any Grizzlies player in history. Meanwhile, Beats “recently debuted a spot” featuring NFL Giants first-round draft pick Kayvon Thibodeaux with "new music from Diddy," following Dr. Dre’s “Made in LA” campaign around this year’s Super Bowl (ADWEEK.com, 5/13).

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