Beats by Dre

Too bad they don’t make Band-Aids for feelings

Cam Newton is one of the most talented players in the NFL. He’s also one of the most criticized. Not for how he plays, but for who he is. The dancing. The outfits. The confidence. People called him arrogant. Too flashy. Too much. But here’s the thing: Cam wasn’t doing anything wrong. He was just being himself. And that bothered people.

The insight was about owning it. Athletes get told to tone it down, fit in, play the game the “right” way. But the best ones never do. They express themselves. They bring personality to the field. Beats has always stood for that kind of individuality. So we leaned all the way in.

I helped shape the creative on “Feelings.” The spot featured Cam in his Beats, tuning out the noise, addressing his critics directly. The line that landed hardest: “If giving a kid a football just to make them smile, or dancing after a touchdown hurts people’s feelings—well—too bad they don’t make Band-Aids for feelings.” Set to 2 Chainz, the whole thing had swagger and heart. It wasn’t defensive. It was defiant. And it gave permission to anyone who’s ever been told they’re too much.

Over 5 million views in the first week. 15% increase in Beats sales within the first month. Conversations everywhere about authenticity and self-expression. The campaign didn’t just sell headphones. It sold the idea that being yourself is worth the criticism.