In a cynical attempt to sell more soap and household cleaning products to the African-American community, consumer giant Procter & Gamble decided to produce a commercial pandering to what they believe African-Americans think.
The resulting commercial, which contains an implicit attack on white Americans and reinforces racial biases against blacks, is thought of as some as one of the most racist advertisements ever made. In the commercial, which is called “The Talk,” African-Americans tell their youngsters about how white people are racist and how the system works against them.
The commercial is part of the company’s new ad campaign called “My Black Is Beautiful”, using the Twitter hashtag “#TalkAboutBias.” Stated a Procter & gamble official, “These real-life conversations about conscious and unconscious bias are too common in homes across the country and weigh heavily on parents and children of many different backgrounds. We take seriously the opportunity to spark dialogue on what we all can do to put an end to the harmful effects of bias, and motivate true change.”
Unfortunately, the ad campaign seems to have backfired. Commented one social media user, “#BOYCOTT How Despicable & Shameful of You to USE #RACISM to SELL PRODUCTS! To Make #White People EVIL & #Black People Innocent Victims.” Added another, “Corporations that market to insecurities while relying on cheap labor in China when they could be bringing good paying jobs to Americans.”
Watch the ad below:
Opined back conservative Anthony Brian Logan about the commercial, “The only kind of talk I got was ‘you need to do right. You need to do the best things you got to be doing.’ It was all about personal accountability, personal responsibility. It was not about ‘white people have this, white people have that.’ This whole commercial from Procter & Gamble – is nothing more than a marketing ploy to try to get black women on the Internet — to buy their products. It’s a marketing campaign to get people to come purchase things. It’s nothing else. It’s not some kind of PSA. It’s not an altruistic thing. It’s all about money and that’s it.” Do you agree with Logan?