This might be the most racist commercial any company has ever produced. Black parents have long had The Talk with their children. Not just the one about the birds and the bees, but the one about the brutal realities of racism.
A more than two-minute video produced by Procter & Gamble, the company that manufactures Cascade, Febreze, Mr. Clean, Tide, Swiffer, Downy and a plethora of products, shows various scenes of black parents talking with their children about racism. Procter & Gamble a new ad campaign which targets black people in an attempt to get them to buy more of their products. They decided that the best way to accomplish this was by letting them know that they think the police are racist.
The ad is not easy to watch. It forces reflection on a rite of passage seen through the eyes of black mothers. Most white parents never have to go beyond the birds-and-the-bees chat; many don’t even know that black parents have an additional concern. “The Talk” offers a vivid context for understanding the challenges black families face.
Scenes that take place over different eras depict moms consoling and educating their children after they encounter racism: one daughter receives a compliment that she’s pretty — “for a black girl,” a boy gets called the n-word while another has faced discrimination on the sports field.
“That is not a compliment,” the mother said. “You are beautiful, period. OK?”
In the next scene a mother talks to her son, presumably about the N word, a word uttered by more black musicians than white people these days.
“It’s an ugly nasty word and you are gonna hear it. Nothing I can do about that,” she said.
In another scene a mother from current times tells her daughter what to do “when you get pulled over,” as if it is guaranteed to happen.
The video ends with the following: “It’s time for everyone to #TalkAboutBias. Let’s all talk about the talk so we can end the need to have it.”
A series of conversations about various aspects of racial bias rounds out the campaign on P&G’s “The Talk” campaign landing page. These include a young woman explaining the racism she faced as a customer-service representative at a retail store, a woman discussing the need to face ones own privilege and racial bias, and another taking on implicit bias and what it means to be an advocate.
See the other spots below:
The spot was created by BBDO New York for Proctor & Gamble’s “My Black Is Beautiful Campaign,” which was formed 10 years ago by a group of black women at the company. The team is using the hashtag #TalkAboutBias to promote conversations around the topic, and it is their hope that by sparking a national conversation about “the talk,” there may come a day when there won’t be a need to have it. The ad is part of “My Black Is Beautiful” campaign for which it promoted the hashtag “#TalkAboutBias” on social media.
For more videos attached to this campaign, visit here.