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After getting a first look at the official editorial ads earlier this year, Coach’s menswear campaign with Michael B. Jordan gets amped up even more by a new short film directed by Academy Award-winning director Spike Lee.


The new Spike Lee Joint features the Black Panther antagonist in a clip titled #WordsMatter, which shows Michael rocking the latest collection in the middle of a rock-ridden desert. Written on said rocks are words that many would consider hurtful, like “bigotry,” “lies,” “hatred” and “evil,” and Jordan replaces them with more uplifting words, including “courage,” “truth,” “dream” and the most important one of them all: “love.” While short in length, this film packs a much deeper message that carries on for much longer after viewing.

Watch the “Words Matter” Spike Lee Joint starring Michael B. Jordan above, which is the first in a bigger series to come to promote the Coach SS19 collection.