Audio company Beats by Dre gears up for the holiday season with an ad campaign focusing a lens on the paradox of being Black in America. Titled “You Love Me,” the two-minute spot boasts a superstar line up including direction by Melina Matsoukas writing by Lena Waithe, with narration by rapper Tobe Nwigwe and a score curated by by Solange Knowles.
The campaign also features tennis player Naomi Osaka, rapper Lil Baby, race car driver Bubba Wallace, and Black Lives Matter co-founder Janaya Khan and was produced by Translation Media.
The video opens with the statement: “You love me, you love me not,” illuminating the love Americans have for Black culture as contrasted by ongoing issues with racial injustice experienced by its people.
Commenting on the effort, CEO Steve Stoute stated, “The influence of Black culture extends beyond their demographic, and yet their voices are often muted when it comes to attribution and opportunities. 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.”
Beats by Dre was founded by rapper and producer Dr. Dre and record executive Jimmy Lovine and was acquired by Apple for $3 billion in 2014.
Enjoy a full look at the campaign below.