Tear-Jerker Ad Celebrates The Moms Who've Helped Olympians Overcome Discrimination And Bias

“Imagine if the world could see what a mom sees."

Whether it's a video about moms from different eras preparing their kids to stand up to racism, or one that showcases how moms help give their children strength, Procter & Gamble has been known to tug at our heartstrings. With 100 days until the start of the 2018 Winter Olympic Games, the consumer goods company released a new installment in its award-winning "Thank You, Mom" ad campaign. 

In "#LoveOverBias," we see some of the real-life struggles athletes have faced to reach their goals. As they try to overcome obstacles due to race, religion, disability, sexual orientation, and more, their moms are there to help them through. The video aims to open up conversations about bias and how it limits us. 


"At P&G, we aspire to create a better world for everyone — a world free from bias, with equal representation, equal voices and equal opportunity," Marc Pritchard, chief brand officer at Procter & Gamble, said in a press release. "When the world is more equal, society is better and it leads to economic growth. Unfortunately, equality is limited by biases, and we recognize we can use our voice to be a force for good and shine a light on the bias that limits human potential. We hope to promote open discussion, influence attitudes, and ideally change behavior." 

Set to a version of The Five Stairsteps song "Ooh Child (Things Are Gonna Get Easier)," the emotional ad shows how much having the support of a parent can mean to a child. "Imagine if the world could see what a mom sees," the copy at the end says. 

You can watch the ad below.

Inspiration for the stories featured in the add came from real athletes who faced prejudice while on the road to reaching their dreams, such as Michelle Kwan, a two-time Olympic medalist whose family went through economic hardships in supporting her Olympic Games dreams, Zahra Larim a three-time national champion and the first Emirati figure skater to compete internationally, and Carina Vogt, Germany, the first Olympic women's ski jumping gold medallist.

According to the press release, a recent survey distributed to Olympians by the International Olympic Committee (IOC) on behalf of P&G found that 55 percent of Olympians had felt prejudice or judgment from others growing up and 53 felt their mom was their strongest supporter in the face of bias. Ninety-nine percent responded that they felt that what helped them become an Olympic athlete was their mom's belief in them. 

"The 'Love Over Bias' film reminded me so much of the journey my mum and I shared on my path to reaching the Olympic Games," Michelle Kwan said. "My mum's unconditional love and support were critical to helping me rise above any judgements I may have faced from others. We didn't have all the resources that some of my competitors had, but we made the most of our opportunities and got through it together." 


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