Celebrating Family, Tradition, and Education: Our Partnership with P&G for the HBCYou Back-to-School Campaign
We, at ECG Productions, are thrilled to present a heartwarming series of commercials created in collaboration with P&G for their HBCYou Back-to-School Campaign. This collection comprises 14 brand-specific 15-second spots, as well as a captivating 30-second hero spot that brings them all together. Each commercial highlights the enduring role of P&G products in African American households, celebrating family bonds and the rich heritage of Historically Black Colleges and Universities (HBCUs).
The HBCYou Hero Spot – A Family's Journey of Pride and Tradition
At the center of the campaign is the hero spot, which tells the inspiring story of twins Jaz and Amir as they prepare to follow in their parents' footsteps by attending their respective HBCUs. Set against the backdrop of a joyful graduation cookout, the commercial captures the essence of a Black American family celebrating their successes and the continued pursuit of education. The spot seamlessly weaves in P&G's trusted brands, showcasing how they've been a staple in the family's life from childhood to adulthood.
Bringing the HBCYou Vision to Life
Our Lead Producer, Sierra Porch, and Post Production Manager, Haley Fusia, spearheaded the project, working closely with the client to refine scripts and develop storyboards that resonated with our target audience. Drawing inspiration from previous P&G HBCYou content, social media trends, and iconic campaigns like Swash and Gillette, we aimed to create relatable and charming family moments that reflect the real-life experiences of families sending their children off to college.
We had the opportunity to bring an authentic moment of a Black family to the screen, by showcasing the pride of a mother and father witnessing their children continue their education at HBCUs.
Overcoming Challenges with Creativity & Teamwork
We faced several logistical hurdles during pre-production and production. Senior Producer Melissa St. Clair reached out to several casting agencies, who initially considered the project's tight timeline and requisite number of actors and extras nearly impossible. Undeterred, Melissa's persistence paid off as we assembled a talented cast that brought warmth to the screen.
Wardrobe presented its own challenges. After reaching out to two different vendors without success, Sierra took on an additional role, managing wardrobe. Her efforts ensured that the visual storytelling was both vibrant and culturally relevant.
Managing the branding of multiple schools also came with its own complications. In the end, we featured merchandise from nearly ten HBCUs, supporting the importance of representation in this campaign.
Time constraints required us to rework schedules, divide tasks, and maintain open communication to remain flexible and efficient.
An HBCYou Team Inspired
Inspiration was all around throughout this project. During pre-production, conversations with client representative Kash and our cultural advisor Harrison were especially motivating. The client’s confidence and trust in us reinforced the importance of bringing TheGrio's vision to life.
On set, we were proud after completing the hero spot, as it involved so many people —extras, clients, crew—it was a jam-packed day that required focus and collaboration. Once we wrapped, there was so much energy in the air, the presence of numerous HBCU alumni among the crew and extras added a personal connection that brought each of them joy.
Technical Excellence in Post-Production
Our post-production team worked diligently to bring the Director of Photography's vision to life. By leaning into how the footage was shot and pushing warm tones to emulate the golden hour glow, we enhanced the emotional impact of each scene. This warmth is especially evident in the opening Swiffer shot and throughout the hero spot.
Managing a fast turnaround of 3-4 weeks, while incorporating feedback from 14 different brands, required exceptional organizational skills and seamless communication within our team. We handled numerous exports for various platforms—including social media, broadcast, and jumbotrons at sporting events—to meet specific technical requirements.
We also composited phone recordings onto screens for the Febreze, Gillette, and Crest spots to enhance the storytelling.
Essential Tools and Techniques
While technology and equipment were important, it was our team's ability to collaborate and adapt that truly made the difference.
Fun Facts from the Set
Our cultural consultant/script supervisor, Harrison, and the client's husband, Mr. Alexander, shared a special connection—they were both members of the Phi Kappa Kappa chapter of the Omega Psi Phi fraternity, Mr. Alexander being present during Harrison’s initiation in 2015. Eric Austin, VP of Global Marketing & Media from P&G, and Jerard McWhirter, who was cast as the father in the project, are also members of the esteemed Omega Psi Phi, brotherhood.
A Collaborative Triumph
Our Director, Jordan Nowlin, in collaboration with cultural consultants, successfully integrated the client's vision with his own creative approach. Together, we guided the talent to deliver performances that highlighted each brand and captured the familial atmosphere of a graduation cookout. We found inspiration in the trust and confidence placed in us by the client, feeling proud as we saw our work come to life.
Voiceover artists Harrison Thacker and Adrianna Ballard added the finishing touches, lending their voices to create a relatable and engaging narrative. Subtle sound design elements, such as party chatter and product interactions, enhanced the familial feel of the scenes without overshadowing the production sound.
Experience the Celebration
The HBCYou Back-to-School Campaign is more than a series of advertisements; it's a tribute to family, tradition, and the pursuit of higher education within the Black community. We at ECG Productions, along with P&G, invite you to share in this celebration of culture and community, as we highlight stories that connect with families across the nation.
Join us in experiencing these heartfelt stories, and see how we bring these meaningful moments to life.
Why Choose ECG Productions for Your Commercial Needs
At ECG Productions, we don’t just create commercials—we craft stories that connect, inspire, and resonate. Our work on the HBCYou Back-to-School Campaign is a testament to our ability to blend cultural authenticity, creative vision, and meticulous craftsmanship into every project.
Whether you’re launching a national campaign or creating targeted content for a specific audience, our team is ready to bring your brand to life. With a proven track record of producing impactful, memorable commercials, we’re dedicated to telling stories that leave a lasting impression.
Let’s collaborate to create commercials that not only showcase your brand but also forge meaningful connections with your audience. Contact us today and discover how ECG Productions can elevate your next campaign.
