Beats by Dre has rolled out a campaign, ‘Beats 360 ft. Kendall Jenner, Kendall Jenner, Kendall Jenner, and Kendall Jenner’, featuring the model alongside different versions of herself to showcase the brand’s new flagship over-ear headphones.

The Beats 360 marks the brand’s first foray into interchangeable ear cushions and headband cushions, allowing users to switch colours and cushion types to create different looks.

The campaign comprises an ad film.

In the minute-long spot, Jenner walks into a café aptly named Kendalls, only to encounter different versions of herself at every turn. From the woman sitting across from her and the barista behind the counter to the coffee machine and even the portraits lining the walls, everything is unmistakably Kendall. The twist is that each version of Jenner is wearing a different design variation of Beats 360, highlighting the headphone’s customisation options. As Jenner moves through the café, the film turns the idea of personalisation into a playful visual world where every Kendall has her own distinct look. The film ends with Jenner leaving the café wearing her own pair of Beats 360, as the tagline appears on screen: “One headphone. Every version of You.”

What we think about it: The film turns the brand's customisation proposition into a refreshing, catchy visual gag, with a café full of Kendall Jenner clones making the product benefit instantly clear. Each Kendall sports a different headphone variation, allowing the product to drive the narrative rather than simply appear in it.

The campaign was released on YouTube and Instagram on 22 September.