How P&G's 'The Talk,' a Grand Prix Winner in Film, Brought a New Level of Empathy to Advertising

Director Malik Vitthal describes the goals and challenges

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CANNES, France—It is a short film that is incredibly specific—pointedly so—to this moment in America, but “The Talk” clearly has resonance far beyond one country.

The video, created as part of Procter & Gamble’s “My Black Is Beautiful” campaign to spark candid discussions of race in America, won a Grand Prix in Film at this year’s Cannes Lions, raising its emotional message of empathy onto an international pedestal.

“This honor reinforces the power and the responsibility of brands to be the courageous change we want and need in the world,” P&G Chief Brand Officer Marc Pritchard said upon learning about the win.



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