The new Beats by Dre commercial questions your love for Black culture

"You love Black culture, but do you love me?" is one of the phrases that accompany the new Beats by Dre commercial, a real poem that questions the viewer about the nature of his love for black culture. Directed by Melina Matsoukas, former director of Queen & Slim and the recent Amazon commercial, the soundtrack was composed by Solange Knowles, while Lena Waithe wrote the poem recited by musician Tobe Nwigwe. In addition, pilot Bubba Wallace, tennis player Naomi Osaka, rapper Lil Baby and some activists such as Janaya Future Khan and the Compton Cowboys make their appearance in the commercial.

A celebration of black culture, but also a reflection of the world in which it has found itself growing and flourishing in recent years. "The influence of Black cultures extends beyond their demographic, yet their voices are often muted when it comes to attribution and opportunity," said Steve Soute, CEO and founder of Translation, the advertising agency behind the countryside. "Beats, Translation and everyone involved wanted to create something that would let our next generation know that they are appreciated, that they are heard and that they are enough."

At the moment the commercial is broadcast digitally on Apple Music, Youtube and Instagram but will make its television debut during the NBA Draft.