Contributed by Taylor Ardrey

A Spike Lee joint. 

Oscar award winning director, Spike Lee, collaborated with fashion brand Coach for their new campaign. Titled, “Words Matter,” this new campaign stars Black Panther’s very own Michael B. Jordan. Jordan is also the new Coach menswear ambassador.

“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,” states Michael B Jordan.

Taking place in the desert, the short film’s purpose is to show the power of words. Using rocks as symbolism, Jordan finds words such as “Hatred,” “Evil,” “Bigotry,” and “Lies” engraved in them and throws them away. He eventually finds new rocks with positive words like “Courage,” “Truth,” “Dream,” and “Love” to show that words do make a difference.

Take a look at the new campaign: Coach #WordsMatter