Hip-hop icon Ludacris leaves no room for doubt about his purchase plans this holiday season.
"I'ma buy all Black! I'ma buy all Black!" he raps in a fresh track recorded with Flo Milli and PJ to support Black-Owned Friday—the initiative from Google and the U.S. Black Chambers that plays off the traditional post-Thanksgiving Black Friday phenomenon to boost African American businesses nationwide.
Wyclef Jean fronted the campaign's first iteration in 2020, while T-Pain and Normani teamed up for last year's Clio-winning effort. All three efforts were made in collaboration with the agency BBH.
Now, Luda and Flo headline a zippy clip that cranks up the beats to hype 100+ products from 70 Black-owned establishments:
The shoppable version of "Buying All Black" lives here.
"Throughout my career, I've been able to pursue many of my passions, but some of the work I'm most proud of are my business ventures," Ludacris says in a blog post. "I've always understood the importance of Black-owned businesses and the impact they make on their communities, and I'm proud to support them."
He continues: "Every day when you're searching, whether it's for a local business or if you're shopping online, you can choose to search and buy from Black-owned businesses. The number of Black owned businesses is around 30 percent above pre-pandemic levels, which allows for even more chances to find your new favorite restaurant, bookstore or jacket."
In fun yet pointed rhymes, Luda spells out the mission:
"OK, I'm buying all Black, dropping all stacks.
B-U-Y B-L-A-C-K in all caps...
Build a business, can I get a witness?
This here was built on our backs.
Put that work in, no more twerkin'
Til we bottle it and sell it,
Get that paper in the hood,
Redistribute it and scale it."
Righteous stuff from the rap-promo dynamo, who's created brand winners in recent years for Jif peanut butter and Harry's body wash.
All three "Black-Owned Friday" campaigns have been standouts, providing tuneful twists on a broader industry initiative to aid small businesses. Music often plays a role, as in Google's "Heroes of Small Business" animated films soundtracked by Tobe Nwigwe, and Meta's push for its personalized ads with a dance track from Peaches. Other notable examples, without a specific music tie-in, include work from AT&T, Square, MassMutual/New York Times and Mailchimp.
Global Consumer Marketing Director, Commerce: Claire Mudd
Global Head of Brand Marketing, Shopping: Nicolas Underhill
Brand Marketing Lead, Shopping: Wendy Gonzalez
Director: Charles Todd
Production Company: Scheme Engine
Executive Producer: Janet McInnes
Producer: Chris Lettley
Director of Photography: Jon Chema
ECD: Estefanio Holtz, Kasia Canning
Executive Producers: Sam Petersson, Michael Petrucelly
Senior Producer: Chris Totzke, Shelley Giera
Producer: Yamoaa Gyimah
Senior AD; Jack Hwang
CD: Yohan Daver, Sapna Ahluwalia
Senior Copywriter: Jesse Custodio
Color: Studio Primary
Colorist: Kya Lou
Color Assists: David Oh, Phillip Dystant Jr.
Executive Producer: Lauren Baker
Head of Production: Diane Valera
Associate Producer: Alex Zhao
Editorial Company: Cut+Run
Editor: Beau Dickson
Senior Cutting Assistant: James Donahue
Assistant Editor: Kima Hibbert
Senior Producer: Diana Méndez
Sound Company: Heard City
Design, Animation, & VFX: Carbon
Creative Director, Carbon: Mat Stevens
VFX Supervisor: John Price
VFX Shoot Supervisor: Tommy Smith
Executive Producer: Matt McManus
Producer: Vanessa Yee
Associate Producer: Chrissy Bruzek
2D Lead: Artist John Price
CG Lead: Jessie Amadio
2D Artists: Pete Mayor, Hannah Barnes, Ilia Mokhtareizadeh, Mark Anderson,Marc Wellington, Chris DeCristo, Blake Druery, Tobey Lindback, Andrew Siner, Austin Brown, Josh Guillaume, Michael Glen, Navid Bagherzadeh
CG: Artist Will Moody
Designers: Justin Leung, Tyler Heacox, Momo Zhao,Katrina Zimmerman, Yong Ho Kim, Shanee Benjamin, Will Salas, Hawken King, Shervin Etaat
FX: Ryan Hussain
Storyboard Artist: Julian Bishop
Matte Painter: Carlos Nieto