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Naomi Osaka, Cordae and Flo Milli Make a Statement in Beats’ Effortlessly Cool Campaign

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Black Gen-Z talent continue to take a stand against racial inequality while inspiring youth around the world to celebrate their identities

Naomi Osaka, Cordae and Flo Milli Make a Statement in Beats’ Effortlessly Cool Campaign
To promote its recently launched Beats Flex wireless earphones, Beats by Dr. Dre presents its new campaign FLEX THAT, made up of a series of vignettes, each starring influential Black Gen-Z talent who continue to take a stand against racial inequality while inspiring youth around the world to bravely challenge norms, push boundaries and celebrate their identities.

The initial three spots kick off with tennis champion Naomi Osaka, 2x Grammy nominated rapper, songwriter and activist Cordae, and rising female rapper Flo Milli - each seen protesting in their own ways:

The first spot features Naomi Osaka walking to the court with 'Silence is Violence' beaded in her hair.


“I’m grateful to be able to use my global platform to speak out against racial injustice." commented Naomi. "I do believe ‘silence is violence’ and we all have to do our part to help change the world for the better.” 
 
In the second spot, we see Cordae rapping about the societal need for change.


“It's embedded within my DNA to speak on what's right, and what I believe in. Once you have knowledge on the past, it's easier to understand the present. It's all a cycle. It's our responsibility to help break that cycle.” said Cordae.

In the third and final spot, for now, Flo Milli stands up to the Confederate statue.


Flo concluded: “It’s so important for me to use my reach and influence to help inspire future generations to bravely speak out against racial injustice - an issue so deeply rooted in our country’s history.” 

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Client

Client: Beats by Dr. Dre

Agency

Agency: Virtue Worldwide

Director: Rohan Blair-Mangat

Production

Production Co: One Another

Editor: Anna Patel / Beats by Dr. Dre

Colour: Ricky Gausis / MPC

Categories: Consumer Electronics, Headphones and speakers

MPC LA, Fri, 20 Nov 2020 17:32:07 GMT