P&G Implores Americans to Be Anti-Racist in Stark Ad

Procter & Gamble has released a commanding spot imploring white Americans to be actively anti-racist. It is the result of a collaboration between new LA agency Cartwright, which was opened by former 72andSunny ECD Keith Cartwright, and Grey. 

Entitled 'The Choice', the film opens with white type across Black skin that reads, "Where are we to go? Where are we to go when we are shown over and over and over that our lives do not matter?" 

It then switches to black type on Caucasian skin. "Being white in America is not needing to state your life matters," the distinct spot proclaims. "And when your life matters, you have power. Now is the time to use it." It is set to Moses Sumney's 'Doomed'. 

"Words and feelings are not enough," it continues. "Now is the time to take action. Read. Listen. Donate. Plan. March. Vote. Speak out. Step in. Step up.

"How you use your power is a choice. Choose action over observation. Choose progress over perfection." Viewers are directed to PG.com/takeonrace for further information on how to support the cause. 

P&G is a corporation that has made public stands against racism before. It launched 'The Look' last year, which was also created by Keith and fellow partners at Saturday Morning. BBDO also launched 'The Talk' in 2017.