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Google: Black Owned Friday by Daps

Client: Google
Date: Nov 2021
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This Black Friday, Google has partnered with the US Black Chambers to re-imagine the busiest shopping day of the year as ‘Black-Owned Friday’ with an interactive campaign featuring Grammy-winning rapper T-Pain and singer Normani.

In the short film, viewers see a woman in her apartment watching a daytime shopping channel, and upon realizing it’s Black Friday she begins to Google Black-owned businesses. After meeting T-Pain in an elevator she’s transported to an eclectic high street bustling with colorful storefronts and businesses selling an array of items, from artwork to books to haircare products, which are all linked directly to the vendor’s website.

Google worked with producer, artist and label-owner T-Pain on an exclusive soundtrack for the ad, which features the vocals of Normani. The spot is brought to life by British filmmaker Daps – known for his work with musicians including Stormzy and Kendrick Lamar.

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