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.
“I’ve developed a true passion for small businesses and I admire the hard work it takes to make them successful. I love doing whatever I can to support them,” said T-Pain.
“I was thrilled when Google reached out about the second annual Black-owned Friday. Last year, Google partnered with the US Black Chambers to re-imagine Black Friday as ‘Black-owned Friday’ – a day to celebrate and support Black-owned businesses. This year, I’m proud to join Google and the US Black Chambers for another year of encouraging shoppers to support Black-owned businesses,” the rapper added.
The campaign is in its second year. According to Google “66% of consumers who actively support Black-owned businesses say they use digital tools to find them,” with the tech giant emphasizing that “this holiday season – and throughout the year – search, shop and support Black-owned.”
You can find out more about the campaign and the businesses involved here.