Theo Mercado
Assistant Editor at Goodby Silverstein & Partners
San Francisco, United States
TitleThe Talk
Brief"The Talk" is all about the moment when black parents are forced to warn their children that the world may not treat them as it does others. The heartbreaking moment is portrayed across the decades, showing that nothing much has changed. Perhaps one day, we can end the need to have "the talk". In a series of vignettes from across the decades, we see the moment when black parents are forced to have "the talk" with their children, warning them that life might be harder because of the colour of their skin. The film ends with the present day. One day, perhaps, there will be no more need for "the talk". This film follows black families in America as parents sit down to have “the talk” with their children. We only hear bits of the conversations but it is clear that the discussion is about racial biases and prejudice - and that this same dialogue has been going on for decades. P&G’s film urges everyone to talk about the talk so we don’t have to have it.
Agency
Campaign The Talk
Advertiser Procter & Gamble
Brand Procter & Gamble
Date of First Broadcast/Publication
Business Sector Racial/Ethnic/Minority/Disability Awareness
Tagline My black is beautiful
Story For black parents, “The Talk” is not about the birds and the bees. It is a must-have conversation in which parents prepare their children to face a world with racial bias, and protect them from racial bias’ harmful effects.;P&G wanted to find ways to authentically connect with African-American consumers and use its advertising voice for good and growth. So, “The Talk” campaign was created.;Traditional, more granular KPIs seemed minute when measured against the potential of a broader cultural impact for good. Therefore, the campaign’s success would be measured not only by the amount of people it reached, but most importantly, the quality of the conversations it inspired.
Media Type Television
Length
Production Company
Worldwide Chief Creative Officer
Chief Creative Officer
Creative Director
Creative Director
Associate Creative Director
Copywriter
Associate Creative Director
Art Director
Chief Creative Officer
Executive Producer
Global Account Leader
Group Planning Director
Director of Integrated Production
Producer
Executive Music Producer
Integrated Business Manager
Director
Executive Producer
Director of Photography (DOP)
Production Designer
Costume
Costume
Editing Company
Editor
Editor
Production Company Producer
Executive Producer
VFX Company The Mill NY
2D Lead
Production Company Producer
Executive Producer
Music
Music Composer
Music Composer
Production Company Producer
Executive Producer
Sound Design Company
Sound Designer
Mix Company Heard City
Mixer
Mixer
Production Company Producer
Production Company Producer
Grade
Production Company Producer
Production Company Producer
Colorist
Multicultural Strategic Communications
Media Director Hearts & Science
Website
Multi-Cultural
Chief Brand Building Officer
Director
Associate Brand Director
Brand Manager
Brand Manager
Brand Manager
Brand Communications Manager
CMK

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