P&G’s latest ad in its ‘Thank You, Mom’ campaign is urging consumers to look through a mother’s eyes.
Inspired by the struggles five professional athletes faced early in their career, Love Over Bias celebrates diversity in sports.
The heart-warming ad features a montage of stories including: a girl challenging traditional female stereotypes in order to pursue sport, parents struggling financially to support their child’s ambitions and a boy bullied due to his individuality.
“When the world is more equal, society is better and it leads to economic growth,” said Marc Pritchard, P&G Chief Brand Officer.
“Unfortunately equality is limited by biases, and we recognise 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.”
Released for the Olympic Winter Games PyeongChang 2018, the 93 second video was directed by Alma Har’el – who recently worked for Chanel – and features a version of the song Ooh Child (Things Are Going To Get Easier) by The Five Stairsteps.
To support the ad, P&G has created the hashtag #LoveOverBias and a website that features the stories of athletes that inspired the campaign.
