P&G is extending its award-winning “Thank You, Mom” Olympics campaign with “Love Over Bias,” a new ad and campaign honoring moms who advocate for their kids in the face of discrimination—kids who have gone on to become Olympic athletes in great part due to the support of their mothers and other loved ones.
With 100 days until the Opening Ceremony of the Olympic Winter Games PyeongChang 2018, P&G, a Worldwide Olympic Partner, imagines what the world could be if we saw each other through a mother’s eyes.
Imagine what the world could be if we all saw each other through a mom’s eyes.” Share #LoveOverBias. Discover more: https://t.co/YnHJ7fyz2m pic.twitter.com/m8eqAYXFqQ
— P&G everyday™ (@PGeveryday) October 30, 2017
With the critically-acclaimed “Thank You, Mom” spots already the most-viewed Olympic campaign, P&G is updating the platform with real-life stories of athletes’ challenges seen through their mothers’ eyes. The message: that we all should look beyond how we differ to celebrating what we share.
“At P&G, we aspire to create a better world for everyone—a world free from bias, with equal representation, equal voices and equal opportunity,” stated Marc Pritchard, P&G Chief Brand Officer. “When the world is more equal, society is better and it leads to economic growth. Unfortunately equality is limited by biases, and we recognize we can use our voice to be a force for good and shine a light on the bias that limits human potential. We hope to promote open discussion, influence attitudes, and ideally change behavior.”
The six vignettes featured in the 2018 Winter Olympics film depict encounters as varied as the sports the athletes compete in, while acknowledging a mom’s role as a child’s first and greatest advocate:
· Gus Kenworthy – 2014 Olympic medalist and one of the first openly gay action sports athletes
· Michelle Kwan – 1998 & 2002 Olympian, two time Olympic medalist whose immigrant family faced economic hardships in supporting her Olympic Games dreams
· Oksana Masters – Three time Paralympic medalist and three sport Paralympian (2012, 2014, 2016) who was adopted and overcame physical disabilities at birth in order to achieve her athletic dreams to compete on the world stage
· Zahra Lari – Three time National Champion, United Arab Emirates and the first Emirati figure skater to compete internationally
· Elana Meyers Taylor – 2012 & 2014 Olympian, two time Olympic medalist who was one of the first women to pilot a mixed gender four-man bobsled and continues to defy both gender and racial stereotypes.
Such a beautiful message – blessed to have been a part of it. Thank you @Almaharel – love you lots! #actorslife #heartwarming #olymicsPandG https://t.co/JJvdJfTVA6
— Nakai Takawira (@nakai_takawira) November 2, 2017
A survey distributed to Olympians by the IOC on behalf of P&G found that 55% felt prejudice or judgment from others growing up; a majority (53%) said their mom was their strongest supporter in the face of bias; almost all (99%) felt that what helped them become an Olympic athlete was their moms’ believing in them.
As Kenworthy said in the release, “The ‘Love Over Bias’ film really hit home for me having lived through the fears and uncertainty of coming out and how I’d be judged. My mom’s unconditional love and support helped me rise above what others might think and gave me the courage to truly own who I am as I pursue my dreams.”
this @ProcterGamble #LoveOverBias video is so good. watch & feel all the things. makes me grateful for my mama. #adpic.twitter.com/76VCDyizyQ
— Tyler Oakley (@tyleroakley) November 1, 2017
In partnership with P&G and agency W+K, ‘Love Over Bias’ was directed by Israeli-American director Alma Har’el, whose work includes award-winning films Bombay Beach and LoveTrue, while the soundtrack is a cover of The Five Stairsteps’ “O-o-h Child (Things are Gonna Get Easier).” The founder of Free the Bid, which aims to get one female director (minimum) included in every triple-bid ad, makes history as the first female director of a P&G Olympics campaign.
P&G’s track record using advertising to encourage conversation on important social issues includes Ariel/Share the Load (India), Always/Like a Girl (U.S., SK-II/Marriage Market Takeover (China), Secret/Ladies’ Room Stress Test, Vicks/Touch of Care (India) and the corporate spots #WeSeeEqual and The Talk (above)..
The Cincinnati-based company unveiled its Winter Olympics campaign on the Ellen DeGeneres Show on Nov. 1 and DeGeneres said, “The Winter Olympics are 100 days away, and Procter & Gamble is once again celebrating moms. Maybe you remember the Olympics and their iconic ‘Thank You, Mom’ campaign. Now they have another one. This time it’s about kids overcoming adversity with the love of their moms. They’re calling it ‘Love Over Bias.'”
We're thrilled that Ellen DeGeneres was the first to share our #LoveOverBias message. #ThankYouMom https://t.co/z0kciIfjIW
— P&G everyday™ (@PGeveryday) November 1, 2017
@TheEllenShow I’m here watching it with my mom & feel extra proud to be the 1st woman director on this campaign. #LoveOverBias https://t.co/nVO8iOyaud
— Alma Har'el (@Almaharel) November 1, 2017
Thank heaven for moms who encourage their children to pursue their dreams no matter who, what, where or when, who see their child’s potential regardless of how others see them – and for P&G for celebrating the importance of that unconditional love and support.
In another show of supporting diversity—this time for November’s National Disability Employment Awareness Month—P&G also released this corporate video showing the importance of making advertising inclusive:
The post #LoveOverBias: P&G Refreshes “Thank You Mom” With Inclusivity Theme appeared first on brandchannel:.
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