Is P&G’s new purpose ad ‘The Look’ really a cop out?
By Stephen Foster
Here’s another much-trumpeted dollop of purpose from P&G, ‘The Look’ from the Saturday Morning collective.
Showing a black man and his child being given the cold shoulder (or look) by white folks. P&G is trying to appeal to black consumers as well as do good — by the way.
So what’s not to like? Apart from the intention, it’s a well-made film too – maybe too glossy.
But, and I’m not American, do people in these places in the US really behave like this towards black people? In a posh clothes shop? They’d be all over a serial killer to get a sale surely.
And isn’t it a cop out to reveal the black guy as a pillar of the (mostly) white establishment? If he was a bus driver it would surely be more powerful.
Is this adland’s glossy version of discrimination?
MAA creative scale: 3.