P&G has secured the ‘outstanding commercial’ award at the Emmys for ‘The Talk’, an ad created for My Black is Beautiful, a group created by visionary black women at P&G in 2006.
The ad beat Tide’s ‘It’s a Tide Ad’, Monica Lewinsky’s anti-bullying ad, Apple’s ‘Earth’ ad shot on iPhone and Amazon’s ‘Alexa lost her voice’ ad.
The premise of ‘The Talk’ is to show the world a variety of situations where a conversation arises in which black parents have to convey to their children the prejudices they will face in life.
The ad was created by BBDO New York, with The Corner Shop as the production house.
Since the ad launched in 2017, its impact has been felt within TV content, as P&G and ABC comedy sitcom ‘Black-ish’ worked on an episode together about the making of the ad. The father character in the sitcom’s family is an ad exec, so the episode looks at the challenges around making bias a relatable subject.
Speaking earlier this year, P&G chief brand officer Marc Pritchard, said: “We created ‘The Talk’ for an important purpose – to promote conversations about bias. The outpouring of support for the ‘The Talk,’ as well as the critical responses we received, strengthened our resolve in the value of these conversations between people of all backgrounds and experiences, which we hope lead to greater understanding, common ground and positive change.”