One of the world’s biggest advertising powerhouses – Procter & Gamble – has voiced its support of the Black Lives Matter (BLM) movement with a stirring ad that calls on white America to step up and stop racism.
Over the last few weeks following the murder of black Minneapolis man George Floyd at the hands of police, many brands have come forward to show their support of the BLM movement.
And now, Procter & Gamble have released their own spot, not only supporting the black community but also pleading with white Americans to do their bit to end racism.
The spot is the brand’s most direct appeal to the public and was created by Grey and Cartwright, the L.A. agency launched by Keith Cartwright last week.
Grey New York CCO Justine Armour and the agency’s global CCO John Patroulis partnered with Cartwright on the ad.
P&G chief communications officer Damon Jones said: “‘The Choice’ is both a statement and a question, both a challenge and an invitation.
“In my lifetime, never have we needed individuals and companies to step up more than in this moment—not with thoughts and prayers, but with deliberate, sustained action.
“We hope to inspire the silent majority to not only serve as allies but as advocates and activists in the fight for equality. And we’re committed to helping them along that journey.”
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