After its Emmy award-winning film “The Talk”, Procter & Gamble (P&G) is continuing its fight against racial bias with a new ad called “The Look.” Two years ago P&G released a heart-wrenching ad called “the talk.” The Talk ad addressed the conversation black parents often have with their children, to educate them about racial bias and prejudice they may face because of their skin colour. Now P&G has decided to continue its conversation with its new ad called “The Look.”
About P&G’s New Ad Addressing Racial Bias “The Look”
P&G worked with a collective called Saturday Morning to create the “The Look” film. Saturday morning is a creative collective that’s founded by figures in the ad industry who wanted to conceive ideas designed to shift perceptions on racial bias and injustice. A preview was first launched at Cannes Lions 2019. They have then made “The Look” film available on a dedicated site.
“The Look” shows what it is like to be a black man and the micro-aggression or prejudiced look that they face every day. The film stars an African-American man and we see the prejudice he faces day by day. We see the man walk his son to school, who spots a friend in a car and the pair wave friendly to each other and how the mother reacts by giving them a look while she rolls up her window. In another shot, we see him entering the lobby at work and how he waves at the people in the elevator to hold the door. But they all close it in his face.
Another shot shows a couple entering a restaurant and immediately they see the man, they turn and move away. One shot shows him teaching his son to swim and another father and son duo leave the pool. When he enters a shop, the shop attendant looks to the security man for support.
No words are spoken throughout the film but from their body language, you can see the racial bias. When the shots change we see his look, we see how he responds defiantly and questionable. The ad ends in a courtroom, and we are led to assume that he is in trouble with the law. But he is actually the Judge, this perfectly highlights how stereotypes affect the way we look at the world.
It ends with a “Let’s talk about the look so we can see beyond it.”