CINCINNATI -- Procter & Gamble's short film, "The Talk," which encourages viewers to confront racial bias in their own lives, made a appearance Tuesday night on "black-ish," a sitcom known for socially conscious storylines about a black family in the modern-day United States.
Most advertising deals between brands and television shows are about placement of a physical product -- a certain car, a certain soda, a certain brand of TV. Remember when Spider-Man inexplicably used Bing?
P&G's pact with "black-ish" was much different: It integrated "The Talk" into the plot of the episode, which revolved around main character Dre Johnson trying to convince skeptical white coworkers at his advertising agency that its message was valuable.
The conversation at the heart of the ad is black parents' difficult task of telling their children that some people will judge them for their skin color, and there are some extra steps they might have to take to stay safe in a world predisposed to racial profiling.
"'black-ish' has a successful history of tackling real-life issues and addressing them in relatable ways," said Rita Ferro of Disney/ABC in a statement. "'The Talk' is a perfect fit."
In the show, Dre and his coworkers realize that many groups have their own versions of "The Talk." Parents of young girls have to tell them that the world might judge them based on gender; parents of overweight children have to help them confront bullying and negative stereotypes.
In the end, Dre concludes: "When you listen to people, they end up listening to you, too."
P&G will continue producing content related to "The Talk" and its accompanying My Black is Beautiful campaign throughout Black History Month in February.