Beats by Dre has rolled out a campaign 'Beats Pill Assistant' featuring Kim Kardashian and comedian Ben Marshall to highlight its Beats Pill product range.

Kardashian has previously collaborated with Beats on new product variants, and this marks her third collaboration, now focusing on the Beats Pill speaker. The brand has also rolled out a special-edition “Beats x Kim” variant this month.

Conceptualised by Mirimar, the one-minute ad film takes us on a humorous journey through a fictional day in Kardashian’s life, showcasing her reliance on the new Beats Pill, managed by her devoted “Pill Assistant.” This assistant, played by Marshall, is on a mission to curate the perfect soundtrack for every step Kardashian takes. “I’m like a suave mobile DJ, setting the vibe in every room Kim enters,” he explains, trailing her throughout the house. In a hilarious twist, he even stands vigil in her bedroom while she sleeps, Beats Pill in hand, and later joins her for lunges and a dip in the pool, wading with two Beats Pills held high to maintain flawless audio. Despite his undivided dedication, there’s a catch: the final frame humorously clarifies that the “Pill assistant” isn’t included with the purchase.

What we think about it: The exaggerated comedy effortlessly blends SNL comedian Ben Marshall with global icon Kim Kardashian. What truly stands out is Kardashian's seamless integration of her Skims brand into the film, which is a clever move on her part. In this fusion of humour and product promotion, the brand taps into the duo’s chemistry to bring the Beats Pill to life as Kardashian’s "soundtrack assistant," offering a playful take on personalised sound.

The campaign was rolled out on YouTube and Instagram on 15 October.