Procter & Gamble uses its voice as an Olympic Games sponsor, in the latest commercial part of its “Thank You, Mom” ad campaign, released with the tagline “#LoveOverBias”, to celebrate a mom’s role in helping her kids overcome the world’s bias and seeing their potential no matter what others see, and also to promote the 2018 Winter Olympic Games, that are officially 100 days away.
The brand has released an emotional commercial focusing on the biases many kids must overcome to pursue their dreams of becoming successful athletes and aiming to highlight that, “when the world sees differences, a mom sees boundless potential”. The spot, inspired by real athletes’ personal stories and struggles, features severals mothers whose children face obstacles due to gender, religion, culture, disability and more, looking at them with love and encouraging them every step of the way. Among the athletes that were a source of inspiration for this ad there are bobsledder Elana Meyers Taylor, a two-time Olympic medalist, Emirati figure skater Meet Zahra Lari, figure skater Michelle Kwan, and others.
In its attempt of helping to create a world “where everyone is equally free to pursue their dreams, no matter who you are, where you come from, who you love, or how you worship”, P&G also urges people to “Just imagine what the world could be if we all saw each other through a mom’s eyes” .
The soundtrack music is the cover version of “Ooh Child” (a 1970 single recorded by Chicago soul family group the Five Stairsteps) performed by Chinese-American singer/songwriter MILCK and released on November 1.