Agencies Grey, Cartwright Collaborate On P&G's "The Choice" To Proactively Combat Racism

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.