Fresh from his “BlacKkKlansman” Oscars success on Sunday, Spike Lee’s latest project has now been unveiled.
The director has teamed up with Michael B. Jordan for the new Coach ad, which shows the actor finding rocks with words like “Hatred” and “Evil” written on them while roaming the desert.
Jordan makes it his mission to replace the bad rocks with good ones, emphasizing Coach’s values of inclusion, optimism and courage.
The “Black Panther” favourite said: “Collaborating with the iconic Spike Lee on this short film for Coach was an inspirational experience.”
“Spike’s art has moved the cultural dial for decades. I’m proud of the powerful messaging of this film and to be working alongside a brand that cares about putting that narrative into the world as much as I do.”
Lee added, “I’m honoured to get to collaborate with giants in their respective fields, Michael B. Jordan and Coach. It was truly a magical day working, shooting in the desert. Enjoy.”
Meanwhile, Jordan was announced as the face of Coach’s men’s global advertising campaign for spring 2019 last month.
The “Creed II” star previously shared, “I’m proud to be the face of Coach men’s. I’ve been a fan of Coach for a long time and truly respect their inclusive and optimistic values. I’m honoured to be a part of [Coach creative director] Stuart’s vision and creative process.”