P&G Breathes New Life Into ‘Thank You, Mom’ Ahead of Another Olympics

Campaign champions diversity with #LoveOverBias

No one loves like Mom, Procter & Gamble declares with its newest spot, “#LoveOverBias.”

The minute-and-a-half-long video guides the viewer through moms supporting their kids with their dreams and through their circumstances—whether it be bias over color, religion, disability or sexual orientation.

Set to the tune of a version of “Ooh Child (Things Are Gonna Get Easier),” it’s poignant and lovely, and culminates with the copy, “Imagine if the world could see what a mom sees.”

The spot, made by Wieden + Kennedy, is tied to the 2018 Winter Olympics. It also comes shortly after P&G’s celebrated spot “The Talk” and its larger “Black is Beautiful” campaign. Kudos to P&G for supporting inclusion in a particularly tenuous political climate.

Criticisms of the ad include the exclusion of dads and, of course, the politicizing of household brands. “Let’s see if they’ll ever thank dads,” reads one YouTube comment. “Maybe stick to making cleaning products instead of propaganda,” reads another.

We’ll agree the first criticism holds virtue, and the second should be relegated to the pile of YouTube comments we’d all like to ignore.

Client: Procter and Gamble

Agency: Wieden + Kennedy Portland
Executive Creative Directors: Susan Hoffman / Mark Fitzloff
Creative Directors: Susan Hoffman
Copywriter: Kervins Chauvet
Art Director: Patty Orlando
Producer: Hayley Goggin Avila
Account Team: Trish Adams / Marcelina Ward / Ebony Francis
Strategy: David Terry
Business Affairs Manager: Anna Beth Nagel

Production Company: Epoch Films
Managing Director: Mindy Goldberg
Director: Alma Ha’rel
Executive Producer: Melissa Culligan
Head of Production: Megan Murphree
Line Producer: Chris Leggett
Director of Photography: Matthias Koenigswieser
Production Designer : JC Molina
Wardrobe Stylist : Courtney Hoffman
Canadian Production Co: Suneeva

Editorial Company: WhiteHouse Post
Editor: Lisa Gunning
Assistant Editor: Nick O’Neill
Post Producer: Leah Carnahan
Post Executive Producer: Joni Williamson

VFX Company: Saint
Creative Director: Rob Trent
Flame Artist: Dave Stern / Michael Vaglienty
VFX Producer: Kristina Theogersen
Executive Producer: Helen Park

Music Company: Walker
Song + Artist : “Ooh Child” Connie “MILCK” Lim (Original Song by the Five Stair Steps)
Song Produced By: AG
Executive Producer: Sara Matarazzo
Engineer: Graeme Gibson

Sound Company: Joint
Sound Designer: Noah Woodburn
Producer : Jen Milano

Mix Company: Eleven
Mixer: Jeff Payne
Assistant Mixer: Jordan Meltzer
Executive Producer: Melissa Elston
Producer: Maddee Bonniot

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Roo Powell is freelance contributor to Adweek.