P&G’s new ad a big risk
Commercial tackles issue of racial bias, does not promote products.
It’s a simple message: Beware of racism in the United States.
But Procter & Gamble took a calculated risk with its ad that features black mothers speaking to children about racial bias through the decades. The company says it knew there might be a backlash — and the ad has been criticized as being anti-police or anti-white. But it says it felt after hearing from consumers that the ad would be worth it.
“The Talk,” which makes no mention of any P&G product, has been the talk of social media.
The ad is part of a shift by some corporations that are making emotional appeals to consumers by treading into territory that could be polarizing. But experts say there are likely to be more of these ads, as companies seek younger customers who respond to them.
“Brands just can’t push their messages out there,” said Luis Garcia, president and lead strategist of
In this Procter & Gamble commercial, a mother (left) talks to her daughter about racial bias. The Procter & Gamble advertisement is part of a trend as firms seek younger customers who respond to them.