It’s brave of a brand to tackle racial discrimination. It shouldn’t be so, but it is. When Nestle put a mixed race couple in its Cheerio’s ad in 2013, it received a barrage of complaints.

The US’s most consistent race issue is black vs white, and it’s is still a hot potato in the US.

Proctor & Gamble took up the issue more than a decade ago, when it launched its My Black is Beautiful campaign. That campaign has come to the fore again, with a film by BBDO New York that gives white Americans an insight into the kinds of conversations that African-American mothers have with their children. Conversations they would never have to broach – about being wary about the police, being excluded from opportunities, being called names and even being told, “You’re pretty for a black girl.”

It’s not a comforting ad for either black of white Americans. There’s no promise for African-Americans that life will get better, and it should embarrass and appal white Americans. If it begins conversations, great.

“We know that bias is not just an African American issue,” stated Damon Jones, director of global company communications at Proctor & Gamble. “It’s an issue that takes on many shapes and forms, across gender, race, age, weight, sexual orientation, and more. Our goal with The Talk is to help raise awareness about the impact of bias. We are also hopeful that we can make progress toward a less biased future by recognising the power of people of all backgrounds and races showing up for one another.”

Credits

Advertising agency: BBDO New York
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer: Greg Hahn
Creative Directors: Marcel Yunes & Rick Williams
Director of Integrated Production: Dave Rolfe
Executive Producer: Dan Blaney

Production Company: The Corner Shop
Director: Malik Vitthal
Editor: Rich Orrick
Editing: Work Editorial
VFX: The Mill
Music: Pulse Music
Sound Design: Trinitite Studios
Mix: Heard City
Colour Grade: Company 3