Beats by Dre: The Game Starts Here

With the 2015 Rugby World Cup kicking off at London's Twickenham Stadium tonight Beats by Dre has launched The Game Starts Here campaign created by R/GA via RESET Content. Following on from the Neymar-fronted The Game Before The Game spot the brand released before the FIFA World Cup last year, this campaign instead focusses on rugby and star players from England, New Zealand and France as they set their sights on the trophy.

In the first film (directed by Andre Stringer) England's Chris Robshaw and Courtney Lawes prepare to do battle, both on and off the field highlighting their physical and mental strength. The uplifting film is set to a rousing rendition English rugby anthem, Jerusalem.

In a second film (directed by TWiN) for the brand, All Black's legend and current team captain, Richie McCaw, prepares for the final chapter of his sporting career following his retirement from league rugby, as well as international level following this year's tournament. The spot follows the All Blacks as they train and practice the legendary haka.

The final film (directed by Andre Stringer) of the series follows French winger Wesley 'Le Guépard' (The Cheetah) Fofana as he pushes aside criticism from journalists and prepares his team to reunite the country around the challenge before them.