P&G enters race debate in US with BBDO master class

There’s no company more synonymous with “white” than Procter & Gamble, for entirely understandable laundry-related reasons.

But P&G is now taking another turn on the slippery ‘advertising for good’ slopes with a new campaign – ‘My black is beautiful’ – tackling prejudice in the US. Including the fear of mothers that their kids might not come home because of it.

From BBDO New York.

Is this brands playing at politics? Maybe but they’re all P&G customers and, anyway, it’s a cause we can all endorse. BBDO navigates the ship masterfully into harbour.

One of the best of a still contentious genre.

MAA creative scale: 9.

PS I see that BBDO CCO David Lubars is to receive the Clio Lifetime Achievement Award in September. Deservedly.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.