國立政治大學廣告學系

去年，Google與美國黑人商會合作推出了「黑人擁有的星期五」——將一年中最繁忙的購物日重新定位為支持黑人擁有企業的日子。今年，他們希望保持這一運動的勢頭，直接影響更多的企業，並透過行動來做更多的事情，而不僅僅是激發靈感。我們邀請了葛萊美獎得主、藝術家 T-Pain 來創作並製作一首歌曲，鼓勵消費者支持黑人擁有的企業——無論他們購買什麼商品。這首歌曲涵蓋了各種各樣的產品，從復古家具和泡泡浴球到平底鍋和狗帽子。我們透過一個獨特的影片將這首歌曲栩栩如生地呈現出來，讓人們可以直接購買來自 50 多家黑人擁有的企業的 100 多項產品。影片中的每個場景都突出顯示了Google的黑人擁有的企業徽章，並提到了如何使用Google搜索黑人擁有的店鋪。多年來，大品牌一直在MV中進行產品置入，以吸引關注，但小型企業沒有足夠的預算和資源來請獲獎藝術家來推廣他們的產品。因此，我們利用Google的力量，使小型黑人企業有機會讓他們的產品以突出的方式出現。

Last year, in partnership with the U.S. Black Chambers Inc., Google launched Black-owned Friday—a reframing of the busiest shopping day of the year into a day to support Black-owned businesses. This year, they wanted to maintain the momentum of the movement, directly impact many more businesses, and do more than inspire by getting people to act. We tapped Grammy-Award winning artist T-Pain to craft and produce a song that encourages consumers to support Black-owned businesses—no matter what they’re shopping for. The song called out a wide variety of products from vintage furniture and bath bombs to skillets and dog hats. We brought the song to life with a unique video that let people directly shop over 100 products from more than 50 Black-owned businesses. The video prominently displayed Google's Black-owned business badge in each scene, and called out specific references of how to use Google to search for Black-owned shops. Big brands have used product placement in music videos to get attention for their brands for decades, but smaller businesses don't have the luxury of budgets and resources to secure award-winning artists to promote their product. So we used the power of Google to give small Black-owned businesses an opportunity for their product to show up in a big way.