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Creative Director's Choice: Colle+McVoy's Laura Fegley on 'My Black is Beautiful'

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By Kyle O'Brien | Creative Works Editor

August 17, 2017 | 4 min read

Creative Director’s Choice gives creative directors a chance to highlight the current work they think is the best out in the ad world – the ads and campaigns they think are making a difference. Each week The Drum is featuring the words of a creative director or other top creative on the work they find funny, powerful or otherwise engaging.

Laura Fegley of Colle+McVoy

Laura Fegley of Colle+McVoy

This week we're letting Laura Fegley, executive director at Minneapolis agency Colle+McVoy talk about her current favorite work.

“I love it, but can we do it where instead it’s positive?”

As we all know, clients aren’t ever too keen on talking about the difficult or negative subjects. We’ve all seen the moment of wobbling terror about ad that’s anything less than rainbows and bluebirds.

Procter & Gamble (P&G) let themselves go there with their latest, 'My Black is Beautiful,' showing decades of African American moms having the tough talks with their kids about the challenges of racism. It offers no solutions. It doesn’t wrap it up with 'it’s all gonna be ok' or 'your love will conquer all.' It’s a really interesting evolution of the idea that being a mom is the hardest job in the world.

My Black is Beautiful

Does P&G have the right to be part of this conversation? Hell, who knows, But the fact that they’re willing to talk about a subject that’s important to a lot of people, even if it brings up “negatives” sure goes a long way towards earning them the right.

And from the looks of the hashtag #talkaboutbias, the conversation is indeed booming. It’s not just support but lots of talk about reverse racism as well as a some truly despicable comments. But we’re talking and P&G is letting it happen on their twitter page. Slow clap.

Laura Fegley is executive creative director at Colle+McVoy

To see the latest creative ads and campaigns, please visit The Drum’s Creative Works section. If you or your creative director would like to be featured in our Creative Director’s Choice, please contact Kyle O’Brien at kyle.obrien@thedrum.com.

My Black is Beautiful: The Talk by BBDO New York

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