Grand Clio Winners: Translation's 'You Love Me' for Beats by Dre
Grand Clio: Film
Grand Clio: Branded Content & Entertainment
Entrant: Translation, LLC
Brand: Beats by Dr. Dre
Campaign: "You Love Me"
Last November, Beats by Dre released one of the most powerful ads ever made about the Black experience—a two-minute piece created by Translation that focused on the hypocrisy at the core of American culture: that the nation was built on the backs of Black people and shaped by Black culture, yet continues to devalue Black life.
The spot was crafted by an all-star roster of talent, including director Melina Matsoukas, cinematographer Malik Hassan Sayeed and writer Lena Waithe, with music by Solange Knowles. The commercial is beautifully executed in its craft, yet extremely direct in its question to the viewer: "You love Black culture, but do you love me?"
The piece won Grand Clios in both Film and Branded Entertainment & Content this year. In the video above, hear more about the project from Jason Campbell and Castro Desroches at Translation. And see the film itself below.
See more Creative Brief videos with the 2020-2021 Grand Clio winners as we roll them out over the coming week. And to see all the winners, including gold, silver and bronze, visit the winners' gallery.