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8 April 2021

Viewtiful world.

by Andrew MacGregor


P & G: “Widen the Screen” - 2 mins

This Procter & Gamble film coincides with the trial of Derek Chauvin, the ex-police officer accused of murdering George Floyd in May 2020. As the world watches with bated breath, the ad cuts between three scenarios that are designed to question Black stereotypes.

Thus director Kevin Wilson, Jr. introduces a group of teenagers in a white-run convenience store; a mum loaded with shopping bags; and a man driving to an apartment at night. Narrator Mahershala Ali asks: "If you think you know what happens next, ask yourself why".

Each vignette's pay-off defuses situations that were never 'situations' in the first place. It will take more than a two-minute commercial to shift rigid thinking, but there's a heft to Wilson, Jr.ís effort that demands some urgent soul-searching.


Editor: Hasani Franke Ⓦ @ Work Ⓟ Ⓦ
Post Production: Electric Theatre Collective Ⓟ Ⓦ
Voiceover: Mahershala Ali

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