IOC TOP sponsor Procter & Gamble will reprise its acclaimed “Thank You, Mom” campaign with a new focus on combating ethnic, economic and other forms of discrimination. “Love Over Bias,” developed as both a 93-second online video and a shorter TV spot, depicts vignettes of caring mothers who help their children overcome boundaries to thrive in winter sports that often lack diversity. It will air in 20 markets. P&G has also launched the social media hashtag #loveoverbias and created the website loveoverbias.com. The video was directed by Alma Har’el and includes the music of MILCK.
The company has signed six athletes to round out the campaign: retired figure skater Michelle Kwan, freeskier Gus Kenworthy, bobsledder Elana Meyers Taylor, Paralympic cross country skier Oksana Masters and United Arab Emirates figure skating hopeful Zahra Lari, the first person to compete internationally in her sport in a hijab. Kwan is represented by IMG; Kenworthy by Wasserman; Taylor by Chicago Sports & Entertainment Partners; Masters by Amrican Group Management. P&G uses Platinum Rye to scout athletes.
