Standout Features:
- Emotional narratives
- Soulful rendition of a musical classic
- Poignant and impactful tagline
P&G’s “Love Over Bias” campaign, created by Weiden + Kennedy, as part of its renowned “Thank You, Mom” series, debuted ahead of the 2018 PyeongChang Winter Olympics. The video weaves together stories of young athletes confronting various forms of bias, be it racial, religious, gender-based, or socioeconomic.
The visual storytelling unfolds through vignettes of athletes overcoming social and cultural barriers. Cinematography is warm and intimate, capturing raw expressions and small, everyday moments. These narratives quietly build the campaign’s emotional momentum without relying on celebrity or spectacle.
The commercial video is underscored by a tender rendition of The Five Stairsteps’ “O-o-h Child” by MILCK, which complements the visuals and narration, amplifying the emotional resonance. Notably, the music pauses in the third act, creating a moment of suspense that mirrors the anticipation and hope parents feel watching their children strive for greatness.
Concluding with the line, “Imagine if the world could see what a mother sees,” the campaign invites viewers to envision a world free from bias, emphasizing the transformative power of maternal love and support.
P&G, through ’s creative input, leveraged its Olympic partnership and global media strategy to reach viewers in over 20 countries, earning more than 1.2 billion media impressions worldwide. The campaign was widely praised for its message of inclusion, solidifying it as both a marketing and cultural milestone.
P&G’s #LoveOverBias campaign is a benchmark in brand storytelling: emotional, purposeful, and universally resonant. It proves that the best Olympics commercials can move hearts while supporting global ideals.
