Procter & Gamble launches "Love Over Bias" campaign video ahead of Olympic Games

By

Cassidy Mantor

Published
Nov 2, 2017

Procter & Gamble is rolling out a sequel film in its "Proud Sponsor of Moms" campaign with a new short film called "Love Over Bias" highlighting athletes in anticipation of the 2018 PyeongChang Winter Olympic Games.

The new film in the "Thank You, Mom" series showcases athletes achieving their goals with the support of their moms in the face of bias. It features six vignettes, including a girl whose culture does not believe femininity and competition are aligned, and a boy who comes from a low-income family whose parents will help him achieve his goals at all costs.

The new film also deals with issues of race, religion and sexual orientation and the support the athletes received from their moms. In official statement, Procter & Gamble said, "The hope is that this film will help bring people together to talk openly about bias, its role in limiting human potential and the need to see beyond the things that divide us to the common things that can bring us together."

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Marc Pritchard, P&G Chief Brand Officer said the company's goals with "Love Over Bias" is to give equal voice to people and spark conversations about bias. Pritchard said, "When the world is more equal, society is better and it leads to economic growth... We hope to promote open discussion, influence attitudes, and ideally change behavior.”

Procter & Gamble's "Thank You, Mom" videos are among the top viewed Olympic Games videos online. "Love Over Bias" was directed by award winning director Alma Har’el and features a soundtrack by singer/songwriter MILCK, and will air in 20 countries.

P&G is also creating two additional films spotlighting gender issues, and will tell the story of Gus Kenworthy, a 2014 medalist and openly gay athlete, and Elana Meyers Taylor, a two-time medalist who was the first woman to pilot a mixed-gender, four-man bobsled.

In addition to the company's "Thank You, Mom" campaign, P&G brands will also individually roll out campaigns for the Winter Olympics.

P&G's brands include Pantene, Gillette, and Olay.