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Beats by Dre “You Love Me” 2020

Beats by Dre “You Love Me” (2020) is a Beats by Dre commercial directed by Melina Matsoukas for Translation, produced by Prettybird. It won 33 awards, including Cannes Lions 2021 Film Gold, D&AD 2021 Cinematography: Film Yellow Pencil and Clio 2020 Gold — Film Craft (Direction) / Direction.

This ad explores the complex relationship between society and Black culture, questioning whether the appreciation of cultural elements extends to genuine love and respect for Black individuals.

Video: Translation on Vimeo

Shot by shot

  1. A man in a hoodie and dark pants leans against a classic car parked on a street in front of a barbershop.© Beats by Dre0:00
  2. A young Black man in a white tank top and red track pants holds a baby on a balcony overlooking an apartment complex on a sunny day.© Beats by Dre0:11
  3. Lil Baby, a young Black man with dreadlocks and diamond earrings, looks directly at the camera while someone touches his hair in an interior setting.© Beats by Dre0:21
  4. A young person with dreadlocks and a purple and white cheerleading uniform stands outdoors, holding a hose, looking directly at the camera.© Beats by Dre0:34
  5. Beats by Dre “You Love Me”, shot 34© Beats by Dre0:40
  6. A painting depicts a Black general on a white horse, leading soldiers with a red, white, and blue flag into battle under a cloudy sky.© Beats by Dre0:47
  7. A Black man with braided hair and a white tank top looks around with a neutral expression on a sunny day in a residential alleyway.© Beats by Dre0:58
  8. A person's head is barely visible above the water, creating ripples in a dark, calm pond surrounded by lily pads and reeds.© Beats by Dre1:12
  9. A Black woman with dreadlocks, wearing a nun's habit, sings with her hands raised in a sun-drenched outdoor setting, with a tree in the background.© Beats by Dre1:21
  10. A woman with blonde hair sits on a green couch, styling the hair of a man sitting on the floor, who is writing in a notebook in a living room.© Beats by Dre1:31
  11. A young boy in shorts does a backflip in a driveway while another boy holds a basketball and two children sit on a porch in a suburban neighborhood.© Beats by Dre1:35
  12. Two people, one wearing a yellow shirt, hold hands across a table with plates and cutlery, showing a moment of connection indoors.© Beats by Dre1:43

Stills © Beats by Dre. Made by Translation, Prettybird and Melina Matsoukas.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Do you love Black culture, or do you love me?

cultural appropriation critiquecelebrity cameohistorical imagerycommunity resiliencevisual metaphorspoken word poetry

The cut

Length
119 s
Shots
80
Average shot
1.5 s

What creatives use Beats by Dre “You Love Me” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Beats by Dre “You Love Me”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A man in a hoodie and dark pants leans against a classic car parked on a street in front of a barbershop.© Beats by DreA young Black man in a white tank top and red track pants holds a baby on a balcony overlooking an apartment complex on a sunny day.© Beats by DreLil Baby, a young Black man with dreadlocks and diamond earrings, looks directly at the camera while someone touches his hair in an interior setting.© Beats by DreA young person with dreadlocks and a purple and white cheerleading uniform stands outdoors, holding a hose, looking directly at the camera.© Beats by Dre
    Frames from Beats by Dre “You Love Me”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Beats by Dre “You Love Me” in order, with its length, framing and what happens in it.

    A man in a hoodie and dark pants leans against a classic car parked on a street in front of a barbershop.© Beats by DreA young Black man in a white tank top and red track pants holds a baby on a balcony overlooking an apartment complex on a sunny day.© Beats by DreLil Baby, a young Black man with dreadlocks and diamond earrings, looks directly at the camera while someone touches his hair in an interior setting.© Beats by DreA young person with dreadlocks and a purple and white cheerleading uniform stands outdoors, holding a hose, looking directly at the camera.© Beats by DreBeats by Dre “You Love Me”, 0:40© Beats by DreA painting depicts a Black general on a white horse, leading soldiers with a red, white, and blue flag into battle under a cloudy sky.© Beats by Dre
    Length: 119 s · Shots: 80 · Average shot: 1.5 s

  3. 03Ad ideas: every spot built on a celebrity cameo

    Before you present an idea, you need to know who has done it, and how.

    Beats by Dre “You Love Me” is built on a celebrity cameo. Search the library by idea to see every spot that uses it.

    Tide “It's a Tide Ad”© TideGrubhub “The Feest”© GrubhubSquarespace “Unavailable”© SquarespaceJust Eat “Every Neighbour Got Their Flava”© Just Eat
    Tide · Grubhub · Squarespace · Just Eat

More commercials by Melina Matsoukas

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Questions

Who directed the Beats by Dre “You Love Me” commercial?

Melina Matsoukas directed it, produced by Prettybird, for the agency Translation.

Which agency made Beats by Dre “You Love Me”?

Translation created it for Beats by Dre (2020).

What awards did Beats by Dre “You Love Me” win?

33 awards, including Cannes Lions 2021 Film Gold, Cannes Lions 2021 Film Gold (Consumer Durables), D&AD 2021 Cinematography: Film Yellow Pencil and D&AD 2021 Film: Social Commercials Over 30 Seconds Yellow Pencil.

Sources for the credits and awards

en.wikipedia.orgen.wikipedia.orgThe WorkThe Workdandad.orgaicpawards.comThe WorkThe WorkThe WorkThe WorkThe WorkThe Work