Grey New York and the newly formed agency Cartwright in Los Angeles, now part of WPP, collaborated on this spot for Procter & Gamble which implores all of us to actively combat racism.
Text on screen against a backdrop of human faces and skin conveys a moving message, affirming that “not being racist isn’t enough.” Rather now is the time to be “anti-racist.” It is essential that we “choose action over observation.”
The words on screen appear as the song “Doomed” by Moses Sumney plays in the background.
P&G has started important conversations around race with prior spots “The Talk” and “The Look.” Conversations with a huge, mainstream audience that create understanding. Understanding leads to empathy. Empathy leads to action. More than anything, this third film is meant to move people beyond expressing feelings on social media, to do something.
The new film is about the responsibility of white people to take anti-racist action and help fight the battle that Black people cannot win alone. Titled “The Choice,” this spot debuted on Oprah’s Town Hall called “Where Do We Go From Here.”
This is not a one-off, but part of an ongoing P&G-backed anti-racism program called “Take on Race” that’s starting with a website of resources (PG.com/TakeOnRace) as well as a $5M fund to aid anti-racist organizations.
Client Procter & Gamble Agencies Grey New York; Cartwright, Los Angeles. Music “Doomed” by Moses Sumney
Top Spot of the Week: iPhone 16, Director David Shane “Write Smarter” With Apple Intelligence
Created by Apple’s in-house agency and directed by David Shane of production company O Positive, this commercial is one of two which continues the Apple Intelligence campaign for the iPhone 16.
Apple Intelligence is the personal intelligence system that can make users look, feel and be smarter. In the case of this “Write smarter” ad, we meet an office worker who leverages Apple Intelligence on his iPhone 16 Pro to dramatically improve his barely literate email to one that is professional, concise and has a measure of eloquence--much to the surprise and amazement of his boss.
This slice of office life highlights the value of key Apple Intelligence upgrades, including Writing Tools which work wonders with the quality of how one communicates and connects with others.
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