Procter & Gamble
The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio, founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/consumer health, and personal care and hygiene products; these products are organized into several segments including Beauty; Grooming; Health Care; Fabric & Home Care; and Baby, Feminine, & Family Care. Before the sale of Pringles to Kellogg's, its product portfolio also included foods, snacks, and beverages.[1]
'The Choice' ad
P&G ad with titled 'The Choice' debuted on June 10, 2020 declaring "now is the time to be anti-racist,'' and "now is the time to take action.'' It also highlights the phrase “being white in America is not needing to state your life matters,’’ which is superimposed over the image of a white person’s back. The ad underscores the concept of white privilege, which has been drawn into public discourse during Black Lives Matter protests across the globe.
The ad, created by Grey and Cartwright, shows close ups of both black and white skin, and asks how black Americans are to respond “when we are shown over and over and over that our lives do not matter?”. It then points out that “being white in America is not needing to state your life matters. And when your life matters, you have power.” It then ends with a call to arms noting that now is the “time to take action”. It urges white people to “read, listen, donate, plan, march, vote, speak out step in, step up” and ends with a web address for a resource guide on race.[2]
P&G anti-racism campaign
P&G’s chief communications officer, Damon Jones, notes that the ad is both an invitation and a challenge to white people to do more when it comes to anti-racism. P&G also released print and radio versions of the ad as part of a multi-million campaign.
"The Choice'' isn't the first time P&G has jumped into the fray with socially conscious advertising. P&G ads aimed at addressing social issues – sometimes called "woke'' advertising – have included:
- "The Talk" - a two-minute film released in 2017 that didn't try to sell any of its products but simply depicted blunt conversations in African-American households struggling with everyday racism through the decades.
- "The Look'' - released last year as P&G's follow-up to "The Talk'' and focused on bias from the perspective of Black men.
- "First Shave" – also released last year depicting a transgender man learning to shave from his supportive, elderly father.[3]
According to Dam Jones: “We hope to inspire the silent majority not only to be allies, but also advocates and activists in the fight for equality. And we are committed to helping them on that journey.” The Choice “is so much a statement as a question, both a challenge and an invitation.”[4]
Reception
Some critics have admonished P&G to essentially shut up and sell soap. But Jones said all companies have an "obligation to step up and lead" on issues of race, just as they have when it comes to issues such as protecting the environment.
References
- ↑ Procter & Gamble. Retrieved on December 27, 2020.
- ↑ Fleming, Molly (2020). P&G calls on white people to ‘step up’ and tackle racism. Retrieved on December 27, 2020.
- ↑ Tucker, Randy & Coolidge, Alexander (2020). P&G declares 'now is the time to be anti-racist' in new ad. Retrieved on December 27, 2020.
- ↑ “The Choice” is P&G’s commercial to fight racism. Retrieved on December 27, 2020.