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*Procter & Gamble has bypassed traditional commercial advertising when it comes to its ad buy on ABC’s “black-ish.” Instead, the company behind such products as Tide, Pampers and Ivory Soap has paid ABC big money to be written into the sitcom’s plotline.
Per the pact, characters on tonight’s episode (Jan. 16) will talk about the two-minute film Procter & Gamble released last year to spotlight the discussions black parents have with their children to prepare them for racial bias, reports Variety. The short film, “The Talk,” sparked debate when it debuted in July of 2017.
Kenya Barris, an executive producer and creator of the series, had a hand in crafting the episode and dialogue, according to an ABC spokesperson.
“The ‘black-ish’ series has a successful history of tackling real life issues and addressing them in relatable ways within its episodes,” said Rita Ferro, president of ad sales at Disney/ABC Television, in a statement. “Tuesday’s show is another great example of the exemplary work that our sales team does alongside our clients to develop innovative ways to amplify their messages.”
This isn’t the first time “black-ish” has integrated advertising into a storyline. In 2016, insurance company State Farm appeared as one of Dre’s advertising clients, and was persuaded to sponsor the basketball team of his eldest son, Jack.
Via Variety:
P&G’s appearance in “black-ish” could raise eyebrows as well. Many ad deals that call for the integration of an advertising message into a program usually result in a particular product making an appearance in a scene, or being mentioned by a character. Pepsi achieved this to noticeable effect in 2015 when it worked with Fox to line-up a three-episode story arc in the drama “Empire” all about how one character worked to create a song for a Pepsi ad campaign. But Tuesday’s “black-ish” episode will instead feature a plot centered on an issue that the advertiser is trying to burnish. Characters like Anthony Anderson’s Dre Johnson, a father who is an advertising executive eager to pass his cultural values on to his children, will make reference to “The Talk” as part of an effort to underscore how people from different backgrounds can find common ground.
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