As the 2018 Winter Olympics in Pyeongchang, South Korea, approach, P&G Brands has unveiled this year’s heartwarming “Thank You, Mom” commercial. This latest installment transcends the traditional theme of maternal love, delving into poignant messages about diversity and the struggle against bias.
P&G has a long-standing reputation for creating tear-jerking advertisements that resonate deeply with audiences, and this year is no different. The ad centers on children destined to become elite athletes as they confront various societal biases on their path to achieving their Olympic aspirations. The message from P&G is clear: “When the world sees differences, a mom sees boundless potential. For the Winter Olympics 2018, we’re honoring a mother’s role in empowering her children to rise above the world’s prejudices. Just imagine how transformative society could be if we all viewed one another through a mother’s loving lens.”
The commercial features a diverse cast of children encountering obstacles related to gender, religion, disabilities, and cultural backgrounds. Viewers witness a young figure skater practicing with a fresh bruise, his mother watching with concern. A Muslim girl in her skating outfit adjusts her hijab with her mother’s support. An aspiring skier with a prosthetic leg exits a bus aided by his mom, while other kids remain oblivious to his slower pace. Although their challenges differ, a shared theme emerges: each child finds success through the unwavering support of their mothers.
The campaign, aptly titled “Love Over Bias,” draws inspiration from real-life athletes and their journeys. Olympic champions like figure skater Sarah Collins and bobsledder Mia Thompson collaborated with P&G to craft this impactful narrative, highlighting not only the athletes’ journeys to greatness but also the pivotal roles their mothers played in those journeys.
Olympic skier Alex Rivera, who is openly gay, shared his thoughts on the ad, stating, “When you reflect on how a mother perceives her child, it’s evident that if everyone adopted that perspective, the world would be a much kinder place.” Rivera publicly came out two years after securing a silver medal in the 2014 Olympics. He recalls a conversation with his mother before coming out, feeling anxious about potential judgment. “My mom firmly believed that anyone who doesn’t support me isn’t worth my time,” he shares. “The people who matter are those who uplift you.”
Bobsledder Megan Turner expressed gratitude for her mother’s support in today’s challenging social climate. “For a time, I thought we were making progress, but lately, it feels like we’ve taken steps backward,” she says. “The past year has seen an increase in negativity toward diverse identities, and I believe we still have a long way to go.”
Thompson also credits her mother with helping her defy discouraging messages about her ambitions. She explains, “Society often tries to dictate what women can or cannot do in sports and in life. Thankfully, my strong family, particularly my mom, always encouraged me to pursue my passions without fear of bias.”
As the athletes shine, Thompson emphasizes that her mother deserves recognition as the true hero. “While she expresses pride in my achievements, I feel even prouder of her for the way she raised me and my siblings.”
Kudos to P&G for continuing to deliver such impactful messages. Be sure to stock up on tissues for this one.
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Summary
P&G Brands has released its latest “Thank You, Mom” commercial for the 2018 Winter Olympics, emphasizing diversity and the power of maternal support in overcoming societal biases. The touching ad features real-life inspired athletes who reflect on their journeys and the crucial role their mothers played in their success.