We want the best for our kids. We want them to have opportunities we didn’t, to try their hardest, to find a goal and stick to it. Maybe we want them to dream big, bigger than we can even imagine. Perhaps you watch your kid swimming laps in a pool and think, one day, she could do it competitively. Or watch how he treats his siblings and friends with care and know that he might be a wonderful teacher or father decades from now. We’re not only their moms and dads, we’re also their biggest cheerleaders, their biggest supporters, the people who will help make the impossible possible.
Proctor & Gamble knows that. The latest ad in their “Thank You, Mom” campaign is “#LoveOverBias.” We see kids dreaming of doing great things in the world of sport, but it also shows the struggles and hardships that come with that.
The video shows a young African-American girl jumping on her bed, staring adoringly at posters of famous skiers, who are predominantly white. There’s an aspiring figure skater, who loves what he does, but based on the black eye he’s sporting, others don’t. The girl who wants to play hockey, so she chops off her hair to fit into the male-dominated sport. The young skater being laughed at because maybe he doesn’t have as much money as some of the others. And the mom sewing her daughter’s figure skating costume as she makes sure her hijab is securely on her head.
P&G’s latest ad is tied to the 2018 Winter Olympics in PyeongChang, South Korea, and while you may get excited about the upcoming Games, it’s not so much about the athletes or the sport, rather, it’s about inclusion, acceptance and the undeniable strength and support a mother has for her child. And if that’s not enough to get you a little weepy, the song playing throughout will. Because, yes, it might not seem like the case now, but things do get easier.
“Imagine if the world could see what a mom sees,” is the message that caps off yet another brilliant ad. If only there was more love and less bias. If only everyone saw kids’ potential the way a mom does. If only.