An image of a Black family happily celebrating. A little girl is dancing with a young adult man.
Cover Image © Procter & Gamble

Procter & Gamble’s ‘Widen the Screen’ Commercial NAILS IT!

Earlier today, a coworker of mine shared what I think is one of the best commercial spots I’ve seen in recent history. It is subtle but powerful and real. It evokes feelings of dread and happiness without losing a shred of, what feels like, sincerity. I want more people to see it because I see myself in it. I figured I’d share it here.

The Commercial

I’m a fan of letting people have their dessert first, so here goes…

Yes. I know that 2020/21 is the year that so many brands are suddenly “woke” to the plights of Black America, but that still shouldn’t take away from a lot of great keys that this Procter & Gamble (P&G) commercial is hitting on.

What is ‘Widen the Screen’ About?

This commercial is part of a wider initiative from P&G called “Widen the Screen”. There is a site for the effort and multiple videos have been added to an official YouTube playlist to expand on the concept that they’re presenting.

P&G says it plainly in the opening of their site:

Words alone won’t create change. Sustained action and investment are necessary to address the systemic bias and inequality in advertising and media. Widen The Screen is an expansive content creation, talent development, and partnership platform that celebrates creativity and enables Black creators to share the full richness of the Black experience.

P&G Widen the Screen Website Statement

I thought it was a voice coming from an interesting place to speak about the representation of Black People in the media, but I won’t complain. Plus they get points with me for dropping this outside of Black History Month.

Why This Matters

I know that some people are tired of hearing about things like this but I feel like more can (and probably should) be said on matters like this. This “normalization” of non-White skin and characters is a growing process that the U.S. is currently undergoing, and has been since about the 1960s (with Black People, anyway).

An image of a building with a huge digitally rendered sign on it reading if you're tired of hearing about racism imagine how tired some people are of experiencing it.

The trial of the officer who murdered George Floyd (on camera) just started – and he’ll probably walk – but it started.

Race-based hatred toward Asians and Asian Americans is on the rise.

Hispanic People deal with their own set of issues, and so on.

I know that this is commercial is specifically about Black People (which I’m here for), but any initiative like this is a win for all minority groups in America.

That is it. I have nothing else to say on the matter, I just wanted more eyeballs to see this commercial because it FEELS like it’s covering something important.

Peace, and thanks for reading.


The soundtrack for this post provided by…

Image Credits:
– Cover Image © Procter & Gamble
– Body Image © Unknown

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Created by Alex Volkov