Editors’ Choice: The PRETTYBIRD director works with Solange Knowles and NYC agency Translation on a stunner of a spot with an imperative message
Beats by Dr. Dre has launched an important and absolutely gorgeous new campaign called ‘You Love Me’.
Directed by PRETTYBIRD’s Melina Matsoukas, scored by Solange Knowles and narrated by independent artist Tobe Nwigwe, it’s little wonder of the spot’s quality. It features everyday people side-by-side with rising superstars Naomi Osaka, Bubba Wallace and Lil Baby, as well as noted activist Janaya Future Khan. Creative was out of NYC agency Translation.
‘You Love Me’ came together with a focused message in mind, reads a press release from Beats: “You love Black culture, but do you love me?” Many of the cast and creatives have had the disparate experience of the world actively loving their work, their music, their art or their athletic achievements, while also seeing their community oppressed and regularly under attack. The campaign highlights how the conversation around the Black experience should not solely be about injustice; however, in celebrating and showcasing Black joy, it delivers a statement in itself.
Check out the spot below. It will also air during the NBA Draft, the afternoon NFL Thanksgiving game and several other NFL games through the end of the year.
“The influence of Black culture extends beyond their demographic, and yet their voices are often muted when it comes to attribution and opportunities,” says Steve Stoute, founder and CEO of Translation. “Beats, Translation and everyone involved wanted to create a piece that would let our next generation know that they are seen and they are heard and they are enough. Beats was founded and named after a Black man who has always been a voice for the youth, and we are eager to continue using the platform he built to help amplify Black voices now and forever.”
“This transcendent work by Beats and Melina Matsoukas is an invitation to be heard, be Black and be powerful,” adds Janaya Future Khan. “It was a joy to be a part of such a compelling call to action.”