REVOLT presents Welcome To The Block: Telling the story of Black joy from real places

REVOLT has teamed up with a Frito Lay for a powerful new commercial celebrating authentic, good-for-the-soul moments of Black joy. “Welcome To The Block: Telling The Story of Black Joy From Real Places” was narrated by H.E.R., written by Nyki Elle, and directed by Kaito.

“The cornerstone of the Black community, where Black Joy can be found at every turn. Frito Lay and REVOLT have joined forces to celebrate those authentic, good-for-the-soul moments of Black joy, and we brought some special talent to get in on the project.” – REVOLT

The video is part of a new REVOLT x Frito Lay campaign which recently launched at As the site emphasizes, the campaign is “about more than just one commercial.” As a whole, it’s about driving home the idea that we need to see more positive and joyful images of the Black experience on TV and films, more so than the negative ones.

“This is about more than just one commercial. This is about pushing to see positive, joyful images of Blackness on our screens more than we see the negative ones. They say Black Joy is a form of activism, so let’s fill our feeds with joy and share the video now.”

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