Ad of the Day P&G Breathes New Life Into ‘Thank You, Mom’ Ahead of Another Olympics Campaign champions diversity with #LoveOverBiasBy Roo Ciambriello|November 2, 2017Share By Roo Ciambriello|November 2, 2017Share 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. CREDITS 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 Adweek Adweek