Procter & Gamble (P&G) has relaunched its My Black is Beautiful initiative with a new two-minute long advertisement named The Talk, aimed at starting the conversation about racial bias.

The advert features black mothers navigating racism in parenting, with the aim to promote cultural diversity and look at racial issues. P&G worked with BBDO and Egami Consulting Group, a minority-certified consulting firm, on the video, with the latter having worked for My Black is Beautiful over the past eight years.

A press release from P&G stated, “Every aspect of the film included the essential contributions and guidance of creatives, producers, filmmakers, and clients of color.”

The ad follows mothers that encounter racism directed at their children, with one child being told they are ‘pretty, for a black girl’, with the mother then stating, “You are not ‘pretty for a black girl.’ You are beautiful. Period. OK?”

Damon Jones, P&G’s Director of global company communications, said in a statement, “Great advertising opens hearts and changes minds, but doesn’t have to stop there. We believe great advertising can inspire real, lasting change. That’s the aspiration behind ‘The Talk.
“These real-life conversations about conscious and unconscious bias are too common in homes across the country and weigh heavily on parents and children of many different backgrounds. We take seriously the opportunity to spark dialogue on what we all can do to put an end to the harmful effects of bias, and motivate true change.”