Source: Creativity
Here’s something you don’t expect in the first frames of a Winter Olympics ad–an African-American girl growing up to compete in predominantly white Alpine skiing.
That’s the point of Procter & Gamble Co.’s #LoveOverBias video from Wieden & Kennedy, Portland. P&G is mashing up its long-running “Proud Sponsor of Moms” campaign with its stepped-up efforts to talk about racial and other forms of bias.
The #LoveOverBias ad asks, “Imagine if the world could see what a mom does,” after showing brief vignettes that include a Muslim speed skater, a gay figure skater and a female Korean hockey player, all set to a new version the Five Stairsteps’ “O-o-h Child” by Chinese-American performer Milck. P&G takes on race, gender, religious, disability, sexual orientation and class bias in the 2-minute film.
https://www.youtube.com/watch?v=JSWyrR4gXkw
The ad also is focused squarely on winning with millennials, who “are highly focused on the Olympics” and consume on average four hours of Olympics content a day, Pritchard says, and are focused on equality and inclusion.
Adding to the theme of overcoming bias, W&K tapped director Alma Har’el to direct the ad. Har’el is founder of the Free the Bid movement, the ad industry initiative to put more female directors behind the camera, with backing from brands including HP, Coca-Cola and eBay.
