BEATS BY DRE | You Love Me | 2020
You Love Our Culture, But Do You Love Us? / BEATS BY DRE "You Love Me"
"You love Black culture. But do you love us?" In November 2020, Beats asked that question in a two-minute film.
The problem
It was the year Black Lives Matter erupted around the world, sparked by the death of George Floyd. While many brands stayed silent, Beats—a company that had long walked alongside Black culture through its celebrity partnerships—chose not to stay quiet.
The insight
Music, flow, hairstyles, skin color—all consumed as culture, yet the people who created them aren't loved themselves. That torn feeling is at the heart of the film. So rather than stop at calling this out, the film fills the screen with the joy and pride of Black life itself, fully affirming it.
The idea
Directed by Melina Matsoukas, written by Lena Waithe, with music by Solange Knowles and narration by Tobe Nwigwe. Naomi Osaka, Lil Baby, Bubba Wallace, Janaya Future Khan and others simply look into the camera. The film moves from the flower-petal game "Love me, love me not" to the line "You love Black culture. But do you love me?" It closes with: "Love me or not, we love each other deeply."
What happened
It got 5.6 million views on its first day and 20 million views within a week. It ranked second on Adweek's "Best Ads of 2020" list and third on Ad Age's. At Cannes, it won a Titanium Lion, Gold in Film, and Bronze in Entertainment, among other awards, and it was even added to MoMA's permanent collection.
Afterthought
If you love the culture, love the people. There's no question this short that carries this much weight. Because it captures not just anger but real joy and pride, it hits you hard no matter how many times you watch it.
Awards
- Cannes Lions Grand Prix 2020
