“The Look” – P&G Advert Analysis

In what ways is the advert “The Look” ‘a story about bias’ in contemporary American society? (300 words with textual examples)

In response to criticisms revolving around the absence of African American men as father figures in their previous advert “The Talk”, P&G released “The Look” as a means to address those concerns whilst concurrently building upon their bank of adverts that serve as a form of cause marketing. The advert encapsulates how social and cultural stereotypes are perpetuated in American society, illustrated by the antagonists in the advert responding based not on their view of the protagonist, but rather on the generalised view of African American males. For the most part, the narrative follows an African American father who goes about his daily routine, experiencing both covert and overt profiling from individuals in his surroundings. The advert reaffirms that stereotypes can be pernicious as they feed into certain societal attitudes, resulting in both conscious and unconscious bias manifesting itself in a number of different forms.

The advert, again, focuses on what is not said – and yet ‘the look’ itself is able to convey a diverse spectrum of feelings from contempt and disdain to shock, fear and curiosity. In the still above, the advert cleverly selects a very ordinary, everyday scenario to depict a physical manifestation of being shut out from society. The advert seems intentional in representing a vast demographic of people, involving individuals across different generations and gender of whom seem to be predominantly white. With all three individuals mirroring the same contemptuous, demeaning look on their faces coupled with their actions, it is obvious that they have succumbed to believing in the false narratives perpetuated by the media.

Despite the countless psychologically debilitating moments of receiving ‘the look’, the advert portrays the protagonist in maintaining stoicism and grace. The protagonist in this still acknowledges the reality of being immediately doubted by the salesman and yet accepts it, taking the “high road” in other words. This moment is crucial in highlighting that these first-hand experiences of biases are reflective of types of people in all walks of life of that skin colour. Contemporary audiences may presume that perhaps these “looks” are only experienced by those disreputable and unscrupulous. Nevertheless, the advert distinguishes that this simply isn’t the case – that even those with doctorate degrees and high-achieving professions are unable to escape the harsh reality.

It is only in the final shots that audiences are made to realise that the protagonist is, in fact, an esteemed judge that both demands and exudes respect. The close-up shot is a clear mirroring of the initial shot of the advert when the protagonist just begins his day. It demonstrates that although he is wearing a judge’s robe which people now show him respect, he was not any different from the man he was that morning. Outside of the domains of the courtroom, people in society fail to show him common decency and the respect he deserves just for being human. 

P&G’s collection of adverts are designed as a provocation – to compel audiences to reflect and introspect. Their exploration of bias propels audiences to have discussions that are ever-growing in necessity.