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“now is the time to be anti-racist,” ad says



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Procter & Gamble once again is using its considerable marketing clout to fight racism in America as protests over police killings of Blacks continue worldwide.

The downtown Cincinnati-based consumer goods giant and one of the world’s largest advertisers recently launched a new TV ad declaring “now is the time to be anti-racist,” and “now is the time to take action.”

Titled “The Choice,’’ the 1:15 spot also highlights the phrase “being white in America is not needing to state your life matters,’’ which is superimposed over the image of a white person’s back.

The ad underscores the concept of white privilege, which has been drawn into public discourse during recent Black Lives Matter protests across the globe.

It’s intended to push viewers “to come off the sidelines and get in the game for equality,” Damon Jones, P&G’s chief communications officer told the Enquirer.

The ad debuted June 10 during Oprah Winfrey’s town hall on race in the United States on the OWN network and Discovery channels.

The ad will appear Friday during ABC’s Juneteenth Special at 8 p.m. celebrating the end of slavery in the United States as well as during the CBS Evening News and on Black Entertainment Television, among other networks.

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P&G plans to release print and radio versions of the ad in the coming weeks as part of a multi-million campaign, Jones said.

“The Choice” isn’t the first time P&G has jumped into the fray with socially conscious advertising.

P&G ads aimed at addressing social issues – sometimes called “woke” advertising – have included:

•”The Talk” – a two-minute film released in 2017 that didn’t try to sell any of its products but simply depicted blunt conversations in African-American households struggling with everyday racism through the decades.

•”The Look” – released last year as P&G’s follow-up to “The Talk” and focused on bias from the perspective of Black men.

•And, “First Shave” – also released last year depicting a transgender man learning to shave from his supportive, elderly father.

Critics have admonished P&G to essentially shut up and sell soap.

But Jones said all companies have an “obligation to step up and lead” on issues of race, just as they have when it comes to issues such as protecting the environment.

Read or Share this story: https://www.usatoday.com/story/money/business/2020/06/19/p-g-racism-ad-procter-gamble/3221209001/



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