Recently, Procter & Gamble released a powerful advertisement that has sparked both admiration and backlash. The two-minute film, titled “The Talk,” illustrates the conversations that Black parents have with their children about the realities of racism, spanning various moments from history to the present day. This relatable narrative resonates with any parent who understands the weight of discussing difficult subjects with their kids.
In the ad, we see a mother preparing her son for the painful reality of racial slurs, advising him, “It’s a horrible word, and you’re going to hear it. But don’t let it hurt you.” Another parent expresses deep concern for her child’s safety during a routine traffic stop, stating, “This isn’t just about a ticket; it’s about you coming home.” The anxiety of a mother reminding her son to carry his ID before heading out for band practice underscores the fear ingrained in many Black families.
The ad has garnered nearly a million views, igniting a flood of comments — both supportive and critical. Some have even called for a boycott of P&G products, emphasizing their outrage. One commenter, a white woman with an American flag as her cover photo, shared a list of products to avoid, while another lamented her previous support for the brand.
What’s perplexing is the notion that addressing racism in a public forum somehow equates to being racist. Why would anyone take offense at a representation of real-life experiences faced by Black individuals in contemporary America? As one user put it, “What an AWFUL thing to do to sell your products! We’re finally overcoming the racism that was perpetuated in the past, and you publish THAT!”
The truth is, acknowledging the existence of hate does not promote it. Initiating discussions about race is not “racist.” P&G has a history of tackling tough topics in their advertising, from their My Black Is Beautiful campaign to gender bias initiatives like Always’ #LikeAGirl. As Lee Ann Kahlor, an expert from the Stan Richards School of Advertising & Public Relations, notes, many companies are now engaging in crucial conversations that they previously avoided.
As a parent of a Black child, I implore you not to claim “colorblindness” or insist that you “don’t see race.” It is vital to recognize that my children do not share the same safety as yours. I urge you to listen to Black parents who express their fears. The tragic reality is that children have lost their lives simply for being at the wrong place at the wrong time or engaging in innocent activities. Acknowledging these truths does not disparage law enforcement; rather, it is a call to protect the lives of all children.
So, if you can’t commit to recognizing the impact of race, please refrain from proclaiming your lack of awareness. Ignoring the realities that shape people’s lives is the essence of privilege and an affront to parents everywhere.
Let’s embrace the conversation about “The Talk,” so one day, it won’t have to happen anymore.
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Summary
Procter & Gamble’s advertisement, “The Talk,” highlights the difficult conversations Black parents have with their children about racism. The mixed reactions to the ad reveal societal tensions surrounding discussions of race. Acknowledging the reality of racism is crucial for fostering understanding and change.