“The Talk” is a 2018 Cannes Lions Film Grand Prix winner produced by Procter & Gamble’s “My Black Is Beautiful” initiative – a 12-year-old program that the world’s largest advertiser describes as “a celebration of the diverse collective beauty of black women.”

But, even as the two-minute spot was the recipient of one of the advertising industry’s highest accolades, its creation and wide distribution marked a remarkable moment of courage for the world’s largest advertiser.

“It’s brilliant creative work,” allowed Marc Pritchard, P&G’s chief brand officer. “And it is a moment of truth when we stepped up to take a bold stand.”

124269f01