‘The Talk’ Makes Way for ‘The Look’ in Powerful New P&G Ad Addressing Race in America

Saturday Morning collective led the project focused on black men

'The Look' focuses on bias and features the story of black men. P&G

CANNES, France—Last year, “The Talk,” a compelling ad for P&G that opened up a meaningful dialogue about race in America—and, indeed, the world—was one of the Cannes Lions-winning campaigns with the highest amount of buzz at the conference. Winning a Grand Prix in the Film category, the two-minute masterpiece created for the brand’s “My Black Is Beautiful” by BBDO, Heart & Science, Egami Consulting Group and others, put empathy and bias center stage.

@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.
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