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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.


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

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

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Tim Nudd
Tim Nudd is editor in chief of the Clio Awards, editor of Muse by Clio, and host of the podcast Tagline. He is the former creative editor of Adweek.

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