Procter & Gamble has debuted “Widen the Screen,” a film from Grey and WPP's Cartwright agency, with a call to action to present a more balanced, dynamic and joyful view of Black life beyond common stereotypes.
The film, created and produced by a team of largely Black creators, ends with the line, “Let’s widen the screen to widen our view.” It challenges the expectations viewers have from the portrayal of Black life often seen on the screen.
Directed by Kevin Wilson, Jr. via production house Chelsea Pictures, the film is part of P&G’s major new initiative to challenge racial bias and racism on the screen. The initiative includes an expanded content creation, talent development and partnership platform to support Black creators across the advertising, film and TV industry.
This latest film from P&G follows in the footsteps of “The Choice,” about the responsibility of white people to take action against systemic racism, and “The Pause,” the moment of apprehension an LGBTQ+ person feels during an introduction while deciding how much of themselves to reveal.
