Once upon a time, brothers-in-law William Procter and James Gamble sold candles and soap. Their 19th-century family business grew into the largest consumer goods conglomerate in the world—launching the most recognizable brands on our grocery shelves, including Tide, Pampers, Crest, Nyquil and Old Spice.Now, Procter & Gamble want to conquer a new market: identity-politics pandering.Industry marketers aren't satisfied with selling useful products people want and need. They're hell-bent on transforming successful businesses into social justice busybodies.P&G's "My Black is Beautiful" campaign released a new video last week called, "The Talk." It "depicts the inevitable conversations many Black parents have with their children about racial bias to prepare, protect and encourage them" across the decades. [VDARE.com note:For an alternative view, see The Talk: Nonblack Version, by John Derbyshire, April 5, 2012—which got him fired from National Review.] The ad plays as a kinder, gentler version of Black Lives Matter propaganda, but the underlying themes are the same:
Little progress has been made since the days of Jim Crow.
Racial discrimination against black Americans is inevitable.
Police officers are the enemy.
One especially offensive scene depicts a suburban black mom preparing her bubbly teenage daughter, a new driver, for "when you get pulled over." Not "if," you see, but "when."
As the daughter laughs her off, the mom gravely warns: "This is not about you getting a ticket. This is about you not coming home."Because racist predator cops lurk on every corner, plotting to kidnap and kill black girls just trying to get to Forever 21? Really, Procter & Gamble?Way to alienate the millions of law enforcement families—of all colors—who purchase your goods.Naturally, media virtue signalers lavished praise on the corporate virtue signalers. It's a veritable virtue signaling bacchanalia.Adweekraved that the video was "powerful." The Dallas Morning Newscooed:
"The ad is a bold move, and the fact that a Fortune 100 company includes this cultural experience in an ad campaign not only acknowledges that the experience is real, but that it's important to a mass audience."