Time to Reinvent Advertising

I spoke today at Tribeca 2019 about how P&G is reinventing advertising to disrupt how we build our brands. We are innovating and broadening our view of what advertising can be by joining forces with other creative worlds. 

The level of creativity that comes from filmmakers is extraordinary. It's opened our eyes to the possibilities of integrating cinematic creativity with brands, bringing a different lens to the stories we tell and helping us reinvent advertising as we know it.

Last year at Cannes, we joined forces with Queen Latifah and Tribeca Studios to create The Queen Collective to accelerate gender and racial equality behind the camera. We are pleased to greenlight two short films tonight: Brittany Fennel’s “Ballet After Dark” and Haley Anderson’s “If There is Light” -- short documentary films highlighting important social issues through beautiful and moving storytelling. They will be distributed exclusively on Hulu starting tomorrow. 

And you won’t see traditional ads interrupting the work. Instead, these directors created authentic backstories that organically integrate with the films and our brands Olay, Tide and MBIB.

This is work is an example of what we’re doing to reinvent advertising by joining forces with other creative worlds. P&G is open for business and we’re looking for the best creative partners. Partners who want to create the highest quality work that engages, entertains, informs and inspires. Partners who share our values by using creativity as a force for good and a force for growth. And partners who walk the talk in equality and inclusion – both in front of and behind the camera.