We’ve all had our fair share of bad gifts during the holidays. Whether you’re on the naughty or nice list, this campaign was geared towards empowering both gift givers and receivers to avoid a holiday tragedy again. Giving Beats is sure to please: there’s no wrong size, there’s no wrong color and best of all everybody loves the gift of music. The perfect partner to promote this message is Tracy Morgan, right as he was triumphantly returning to the public eye. He, of all people, isn’t afraid to tell you that he has the perfect excuse to guarantee making the nice list this year—HE WAS IN A COMA! So what does Tracy want this year to reward all of his good behavior? The perfect gift of Beats by Dre headphones. It will be a Christmas miracle if he does.

We created a long form film with Tracy Morgan, as well as shorter cut-down versions for TV, that ran during the holiday season. Tracy Morgan had been almost completely inactive up to that point after his car accident, so fans got excited for the former SNL funny man to step back into the spotlight again. The spot utilized his loud nature and irreverent style to push the boundaries on holiday situations, as well as give an overly honest, yet funny, glimpse into his personal life. We even featured his real son in the spot. We put Tracy in a hilarious onesie and showed him riding around on the popular phunkeeduck scooter to help gain more traction among viewers. It was an execution made for the modern internet. We also released it shortly after his first appearance back on SNL to follow the momentum of his media comeback.

We sold 5.2 million units globally. We reached consumers around the world and inspired them to #GetBeats. In the heat of all other holiday campaigns, we had 1.47 billion media impressions and 3.8 million holiday social media engagements. Without a heavy-hitting retail component, Beats still won the day—or season— by giving people something that not only drove the sale of product, but most importantly, kept them entertained.