I've often wondered how so many millions of Americans can idolize Black entertainers and athletes, then quickly turn against them when those stars speak out for equality.
"Stick to sports" has become a common shorthand for the attitude that Black talent should be seen and not heard, an opinion that's become especially high-profile throughout the events of 2020.
Now one brand is tackling this hypocrisy head-on. Apple-owned Beats by Dre spent months developing what would become "You Love Me," a spot featuring a litany of stars from music and sports.
“You love me, you love me not. You love Black culture, but do you love me?" asks the ad's narration. The spot asks how America can love Black talent yet "hate us so deeply."
It's a stunning ad, and arguably the year's most important. The message is perfectly in line with the brand's values, but it also doesn't hide behind a message of polite unity. Instead, it asks direct questions that many will find uncomfortable to answer.
Be sure to watch the spot for yourself on Adweek, where my colleague T.L. Stanley spoke to tennis star Naomi Osaka about why she was so passionate about being part of the campaign.
Speaking of Osaka, she's on the cover of this week's edition of Adweek, so be sure to check out T.L.'s full interview about Osaka's approach to brand partnerships and this year's list of Adweek's Most Powerful Women in Sports.
Which athletes, celebrities and sports marketers have you grown to admire in 2020? Let me know at the email below or at @Griner on Twitter.
David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com
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