Following on from the success of last year’s film ‘The Talk’, P&G (Procter & Gamble) have launched ‘The Look’, another film addressing racial issues in America.
The Cannes Lions-winning campaign for the ‘The Talk’ was lauded for opening up a conversation about race in America. The P&G film illustrates the difficult conversations black parents need to have with their children to ensure they are safe in a world full of prejudice.
‘The Look’ takes on a slightly different angle, addressing issues of looks a black man gets in his everyday life. The film follows the character throughout his day, and each place he goes car windows are rolled up and suspicious glances are cast. Some glances may not be intentional, but they have a lasting impact. The film culminates in him entering a courtroom and taking his seat – at the judge’s bench.
P&G Chief Brand Officer Marc Pritchard says: “We have an obligation as an industry and, Procter & Gamble, the world’s largest advertiser [has an obligation] to use our voice and advertising to ensure that we can have an accurate representation of people, a positive representation and also a point of view about certain things so we can eliminate bias and then create acceptance and true equality and inclusion.”
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