Get the tissues out! This short film by BBDO (New York) was created for My Black is Beautiful, a group of visionary black women at P&G (created in 2006) to spark a broader dialogue about black beauty. The megaconglomerate owning almost every brand (apart from those owned by Unilever) showcases unique, and real stories with the aim of encouraging viewers to start a conversation on social media with the hashtag #TalkAboutBias.
“The Talk” narrates 6 stories of different generations of black families and the talk parents have to have with their children about discrimination. This is an ad for all countries, but the specific reference to police violence in the US is a very clear statement from P&G, and one that needs to be talked about. Although P&G have stated this is not a political statement, but a reflection of real life, some self righteous white people are claiming that it supports “cop-hate” – of course, making it about them rather than the issue at hand – racial bias.
Well, Dove, this is how it’s done! If a brand or an agency wants to talk about racism and discrimination, this is exactly how it should be communicated. The campaign doesn’t end there – a series of conversations about various aspects of racial bias continues on P&G’s “The Talk” website.
Damon Jones, P&G’s Director of Global Company Communications said:
Great advertising opens hearts and changes minds, but doesn’t have to stop there. We believe great advertising can inspire real, lasting change. That’s the aspiration behind ‘The Talk’. These real-life conversations about conscious and unconscious bias are too common in homes across the country and weigh heavily on parents and children of many different backgrounds. We take seriously the opportunity to spark dialogue on what we all can do to put an end to the harmful effects of bias, and motivate true change.