- Presented by GSTV

Being Black Is the Revolution: Inside Beats by Dre's 'You Love Me'

How Translation pivoted from a product campaign to create an era-defining statement in the wake of George Floyd's death

Tagline is our podcast about the making of great ads. Listen to Season 2, Episode 11 above.

This week on Tagline, we look at the most startling brand statement on race from the turbulent months after George Floyd's death in 2020: Beats by Dre's two-minute film "You Love Me." We speak with the team who created the work at the agency Translation—how they pivoted from a product campaign, partnered with A-listers led by the director Melina Matsoukas, went down a very different path than they expected to at first, and in the end achieved a remarkable double triumph: celebrating the beauty and resilience of Black America, while confronting white America for loving Black culture but hating Black people.

Subscribe to Tagline here:

Listen on Apple Podcasts Listen on Spotify

See Beats by Dre's "You Love Me" film below:

Brand Text
Beats by Dre | You Love Me
Beats by Dre | You Love Me (:30 version)


Every day, millions of Americans get in their vehicles and go. Fueling drives commutes, commerce and connection; and that's when we have the undivided attention of 1 in 3 adults every month. GSTV's national video network owns a unique moment for innovative storytelling, when consumers are engaged, receptive, taking action today and influenced for tomorrow and beyond. Fuel your next campaign with us.

Listen to more Tagline episodes from Season 2 here:

Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

Advertise With Us

Featured Clio Award Winner



The best in creativity delivered to your inbox every morning.