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P&G – The Look

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P&G has followed up last year’s award-winning film, The Talk, with another hard-hitting spot targeting racial bias against black men.

Created by Saturday Morning and helmed by Anthony Mandler via Stink USA, the ad originally premiered during Cannes Lions but launched officially last week. 

It follows an African American man going about his daily life, only to be confronted at every turn – from taking his child swimming to running for a packed lift - with casual (and not so casual) racism, which manifests itself in ‘the look’ of the ad’s title. The extent of the problem comes into razor-sharp focus in the final courtroom scene, when the viewer's own prejudice is exposed by a clever plot twist. Powerful stuff.

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