Keke Palmer stars in Google’s 4th annual ‘Black-Owned Friday’ shoppable campaign

The film, directed by Andre Muir, features 25 Black-owned brands and a remix of the Crystal Waters classic ‘100% Pure Love’

Published On
Nov 20, 2023
Keke Palmer in a black leather jacket standing at a microphone in front of a dark blue wall

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Google’s Black-Owned Friday campaigns have become an institution during Thanksgiving Week, and here’s the latest installment—a three-minute-plus video starring Keke Palmer and set to a remix of Crystal Waters’ ’90s hit “100% Pure Love.”

The film was directed by Andre Muir and includes 12 Black-owned businesses, 25 Black-owned brands and more than 50 individual products from across the country. 


The full shoppable version of the video is at

Muir said while he enjoyed the music videos from past Black-Owned Friday campaign, he opted for a more “grounded approach” this year focused on the business owners themselves.

“For me, supporting Black-owned businesses is not just a seasonal endeavor but a year-round commitment,” he said. “In this campaign, my intention was to inspire the audience to embrace this mindset, shedding light on the diverse spectrum of Black ownership—from laundromats and salons to bookshops and designers. With the comical assistance of Keke Palmer, I aimed to showcase the breadth of Black entrepreneurship.”

He added: “As an added nod, I put heavy emphasis on artistic, fashion and music spaces to give claim to a space Black people have always owned but haven’t always gotten the credit for.” 

“People know me as Keke ‘Keep a Bag’ Palmer because I am all about taking care of business,” said Palmer. “I love supporting small businesses, and as an entrepreneur myself, I’m particularly invested in the support of Black-owned businesses. So when Google approached me for their fourth annual Black-owned Friday campaign my response was ‘100%.’”


Nov 20, 2023
Client :
Agency :
Production Company :
Director :
Andre Muir
Portrait Photographer :
Sage East
Photography Retoucher :
Kyle Pero
Editorial :
Mix :
Color :
Finishing :
Shape and Light
Website :
Design & Social :
Design & Social :
Wieden & Kennedy - New York
Social :
M Booth
Talent :
Keke Palmer
Talent :
Crystal Waters
Stylist :
Sergio Hudson
Hair Stylist :
Tamika Gibson
Choreographer :
Rosero Mccoy

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