You can shop in Google’s video for ‘Black-Owned Friday’

Google and agency BBH USA launch shoppable video and search tools to support Black-owned businesses

Published On
Nov 24, 2021

Editor's Pick

For the second year, Google swaps its celebration of Black Friday for “Black-Owned Friday” with shopping. Last summer, as brands rushed to respond to protests over racial injustice as well as statistics indicating over 40% of Black-owned businesses closed due to the pandemic, Google launched its Black-owned business badge and later that year, “Black-Owned Friday” with U.S. Black Chambers, Inc. and agency BBH USA.

For its second year, Google’s “Black-Owned Friday” centers on a shoppable music video featuring artists T-Pain and Normani, directed by Daps, who’s created videos for Migos, Iggy Azalea, 2 Chainz and Kendrick Lamar. Singer Tanerélle plays a shopper who becomes inspired to get off her couch and do some bargain hunting when she sees an infomercial segment, starring comedian Desi Banks. What she discovers is not only a world of over 100 products from over 50 featured Black-owned businesses, but an entire “Blade Runner”-esque galaxy of Black-made goods.


T-Pain appears as a rapping elevator attendant, the guide for Tanerélle’s journey, and Normani joins Desi Banks in his faux-infomercial, humorously disrupting lyrics both informative and inspirational sucg as “it’s about time to start helping each other and that’s that, whatever you need, you can get that Black and that’s facts” and “God didn’t make a mistake, that’s why he painted you strong.”

While watching the video on the campaign’s landing site, each of the products featured, from shoes to art to cosmetics, line up across the bottom of the screen with an image, title and price. Clicking on the product populates additional information, like the seller, and a button that links directly to the Black-owned business’s website.


“I was thrilled when Google reached out about the second annual Black-owned Friday,” wrote T-Pain in a campaign blog post. “And I was especially excited to write a new track to celebrate Black-owned businesses.”

Google’s badge campaign allows shoppers to search for Black-owned businesses near them or online year-round. Especially for the shopping-based holiday, Google hopes to promote economic equality for marginalized business-owners. According to BBH, last year's campaign received half a billion social impressions, 300% increase in online conversation involving Black-owned business and a shop featured in the campaign experienced 3000% sales growth.


Nov 24, 2021
Client :
Agency :
Senior Director Small Business Marketing :
Claire Mudd
Product Marketing Manager :
Wendy Gonzalez
Product Marketing Manager :
Nicholas Underhill
Product Marketing Manager :
Lisa Hiatt
Rafael Rizuto
Group Creative Director :
Estefanio Holtz
Group Creative Director :
Kasia Canning
Creative Director :
Ty Johnson
Creative Director :
Danny Yirgou
Designer :
Aedan Clark
Copywriter :
Chris Davis
President :
Amani Duncan
Executive Producer :
Kyra Beckmann
Business Director :
Miranda Hardy
Group Account Director :
Maleika Cole
Account Supervisor :
Sonali Shukla
Account Manager :
Jay McGill
Producer :
Meetra Javed
Strategy Director :
Beth Beckman
Senior Strategist :
Timanni Walker
Business Affairs Director :
Alice Isner
Business Affairs Director :
Daniella Vargas
Business Affairs :
Yasmeen Taylor
Head of Production :
John Connolly
Supervising Producer :
Kerry Mack
Production :
Director :
Producer :
Sara Lacombe
Executive Producer :
SueEllen Clair
DP :
Rob Witt
Art Director :
Cody Fusina
Photographer :
BTS Photographer :
Product Photographer :
Danielle Alston
Retouching :
Ty Johnson
Retouching :
Ben Taylor
Retouching :
Dippin’ Sauce
Editorial :
Cabin Edit
Editor :
Randy Baublis
Assistant Editor :
Chris Kelley
Producer :
Hope DuHaime
Senior Producer :
Kate Smith
VFX Supervisor :
Tim Little
Creative Director :
John Price
Flame Artist :
Connor Mullaney
Motion Designer :
Matt Beharry
Color :
Company 3
Colorist :
Sofie Friis Borup
Sound Design :
Sonic Union
Sound Engineer :
Steve Rosen
Website :
Creative Director :
Neil Cooper
Senior Account Director :
Blair Richardson
Senior Producer :
Alicja Czarnecka
Lead Developer :
Steven Hall
Developer :
Tautvydas Pocius
QA Manager :
Claire Maillot
Design Director :
Anthony Hurlstone
UX Designer :
Vasileios Matsoukas
Head of Production :
Ian Applegate
Music :
Music :
QVC Host :
Desi Banks
Shopper :
Business Owner :
Gemini Georges
Business Owner :
Sophia Ritter
Business Owner :
Brittany Davis
Business Owner :
Gabrielle Newman
Business Owner :
Rachel Newman
Business Owner :
Jack Karuletwa
Business Owner :
Umaar Norwood
Business Owner :
Sharon Williams-Norwood
Business Owner :
Asia Hall

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