P&G Uses Cannes To Unveil New Partnership With John Legend

P&G Uses Cannes To Unveil New Partnership With John Legend

Earlier today at the 2019 Cannes Lions Festival of Creativity, John Legend, EGOT – Emmy, Grammy, Oscar, and Tony award-winner, took the main stage with Katie Couric, award-winning journalist and Marc Pritchard, P&G’s Chief Brand Officer to announce a new creative partnership with Procter & Gamble (P&G.)

Legend and P&G’s partnership will explore different aspects of humanity and the human experience – like music, modern masculinity, parenthood, and social justice – and includes well-known P&G household brands like Pampers, Gillette and SK-II.

The Reimagine Creativity Panel Highlights included John Legend on:

  • Why he decided to partner with Procter & Gamble – “Companies have a lot of power. They have, of course, the budgets and the reach so they can put out messages that a lot of people will see and hear and they can decide to use that power for good or not…It’s so interesting for companies to make statements about what their values are, what they care about and what kind of world they want to see, and then spend the money and use their influence to try to make that happen. Using that power to create a better world, a fair world, a more just world. I like aligning with brands who do that.”


  • On implicit bias and P&G’s new ad, “The Look” – “What all of us need to acknowledge is that sometimes implicit bias is there…but we can help people by addressing [this bias], and being aware that this is how people are feeling… It’s fine to have a conversation without feeling like you’re being attacked.”
  • On working with Pampers, his “Stinky Booty Duty” ad – I sing to my kids all the time. My dad used to sing to me all the time. He would narrate our lives with these little ditties. So I started singing the stinky booty song to Luna and my team recommended I pitch it to Pampers.

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