http://variety.com/2018/tv/news/procter-gamble-blackish-tv-advertising-abc-1202664501/

In Ad Pact, Procter & Gamble Buys Dialogue, Plot on ABC’s ‘black-ish’
By Brian Steinberg

Procter & Gamble makes products like Tide and the Swiffer that help
consumers clean up their homes. Now the large advertiser is paying ABC
to polish the plotline on one of its most popular sitcoms.

In a unique advertising pact, the characters in “black-ish” will talk
about a two-minute film Procter & Gamble released last year to
spotlight the discussions black parents have with their children to
prepare them for racial bias. The short film, “The Talk,” sparked
debate when it debuted in July of 2017, and is emblematic of how major
marketers are embracing causes and trends in an effort to align with
consumers who have grown increasingly resistant to traditional
commercials that shovel sales talk into lives that are already busy.

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. 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.