What the Procter & Gamble TV commercial - Widen the Screen: Less Than Six Percent is about.

Procter & Gamble, one of the world's leading consumer goods companies, has recently launched a powerful and thought-provoking TV spot titled 'Widen the Screen: Less Than Six Percent.' This commercial aims to shed light on the current underrepresentation of Black creators in the media industry and encourages viewers to actively support and amplify their voices.

The TV spot begins with a serene piano melody, evoking a sense of tranquility. As the music plays, a series of black and white photos showcasing influential Black creators from various artistic disciplines are displayed on screen. These creators include filmmakers, actors, writers, musicians, and more, each accompanied by a short caption highlighting their achievements and contributions to their respective fields.

The visuals seamlessly transition into a diverse group of people, representing different races and backgrounds, holding up their smartphones. These smartphones symbolize the power of technology and social media, which have become critical tools for marginalized communities to share their stories and art with the world. The camera then pans out to reveal an amorphous screen that slowly expands from its narrow confines, illustrating the collective effort to "widen the screen" and create space for marginalized voices.

As the screen expands, the visuals become more vibrant and colorful, reflecting the rich tapestry of cultures and perspectives that have been historically sidelined by the mainstream media. The voiceover, delivered with conviction and authenticity, echoes through the commercial, sharing a powerful message:

"Less than six percent of the stories we see on-screen are written by Black creators. It's time to widen the screen, so we can widen our view of the world. When we see more of their stories, we see more of ourselves."

The commercial concludes with the Procter & Gamble logo and a call to action for viewers to support and uplift Black creators by seeking out their work, sharing their stories on social media, and advocating for more diverse representation in the media. The TV spot ends on a hopeful note, leaving viewers with a sense of responsibility and possibility for positive change.

The 'Widen the Screen: Less Than Six Percent' TV spot from Procter & Gamble serves as a catalyst for change, challenging the status quo and encouraging viewers to actively participate in promoting diversity and inclusion in the media. By amplifying the voices and stories of underrepresented communities, the commercial strives to widen our perspectives, spark empathy, and foster a more inclusive society.

Procter & Gamble TV commercial - Widen the Screen: Less Than Six Percent produced for Procter & Gamble was first shown on television on June 26, 2022.