Brand Manager
at
Procter & Gamble
| Title | The 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 | BBDO New York |
| Campaign | The Talk |
| Advertiser | Procter & Gamble |
| Brand | Procter & Gamble |
| Date of First Broadcast/Publication | 2017 / 8 |
| 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 | The Corner Shop |
| Worldwide Chief Creative Officer | David Lubars |
| Chief Creative Officer | Greg Hahn |
| Creative Director | Marcel Yunes |
| Creative Director | Rick Williams |
| Associate Creative Director | Nedal Ahmed |
| Copywriter | Nedal Ahmed |
| Associate Creative Director | Bryan Barnes |
| Art Director | Bryan Barnes |
| Chief Creative Officer | David Lubars |
| Executive Producer | Dan Blaney |
| Global Account Leader | Anita May |
| Group Planning Director | Sangeet Pillai |
| Director of Integrated Production | David Rolfe |
| Producer | Whitney Collins |
| Executive Music Producer | Melissa Chester |
| Integrated Business Manager | Matt Friday |
| Director | Malik Vitthal |
| Executive Producer | Anna Hashmi |
| Director of Photography (DOP) | Lasse Frank |
| Production Designer | Wynn Thomas |
| Costume | Isis Mussenden |
| Costume | Line Producers |
| Editing Company | Work Editorial |
| Editor | Rich Orrick |
| Editor | Theo Mercado |
| Production Company Producer | Jamie Lynn Perritt |
| Executive Producer | Erica Thompson |
| VFX Company | The Mill NY |
| 2D Lead | Jeff Robins |
| Production Company Producer | Sophie Mitchell |
| Executive Producer | Rachael Trillo |
| Music | Pulse Music |
| Music Composer | Julia Piker |
| Music Composer | Dan Kuby |
| Production Company Producer | Steve Grywalski |
| Executive Producer | Dan Kuby |
| Sound Design Company | Trinite Studios |
| Sound Designer | Brian Emrich |
| Mix Company | Heard City |
| Mixer | Phil Loeb |
| Mixer | Keith Reynaud |
| Production Company Producer | Sasha Awn |
| Production Company Producer | Andi Lewis |
| Grade | Company 3 |
| Production Company Producer | Clare Movshon |
| Production Company Producer | Alex Lubrano |
| Colorist | Sofie Borup |
| Multicultural Strategic Communications | Egami Consulting Group |
| Media Director | Hearts & Science |
| Website | Barefoot Proximity |
| Multi-Cultural | Burrell Communications |
| Chief Brand Building Officer | Marc Pritchard |
| Director | Kristine Decker |
| Associate Brand Director | Betsy Bluestone |
| Brand Manager | Verna Coleman-Hagler |
| Brand Manager | Randall Smith |
| Brand Manager | John Lick |
| Brand Communications Manager | Crystal Harrell |
| CMK | Brittany Body |