Beats by Dre is on a tear. The audio brand has been tapping into the movement for Black lives and racial justice, and a new campaign features athletes and musicians in poignant, moving vignettes that speak to a demand and a longing for change.
Naomi Osaka, the tennis star who also appeared in a recent Beats spot that asked “Do you love Black people?”, prepares herself for the court. She has made headlines by using her platform to support Black Lives Matter, and she has worn facemasks emblazoned with the names of Black people killed by police and vigilantes. This time, her hair bears a beaded message: “Silence is Violence.”
With Beats in his ears, Grammy-nominated musician Cordae freestyles new lyrics to his song “The Parables,” which also backs the Osaka spot. And armed not with rope and sledgehammers but only rhythm, rapper Flo Milli drops a defiant dance in front of a Confederate monument.
The campaign, “Flex That,” comes from Virtue Worldwide, and the spots are directed by Rohan Blair-Mangat via One Another.