P&G Marketing Chief Marc Pritchard on Ad Representation and Lessons From the Pandemic

Marketers at the consumer goods giant want to 'build equality' into their creativity

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In March, Procter & Gamble released “Widen the Screen.” It was a campaign that would aim to broaden the perspectives of society when it comes to how it perceives Black citizens through a hero spot and a series of one-minute YouTube films outlining the misrepresentation they continue to face.

The two-minute spot shows different genders and ages of Black men and women doing everyday things such as walking into a store, knocking on a front door or waiting at a roadside while testing the expectations of the viewer before showing them a simple truth that is neither violent nor nefarious.




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