Hasta La Creative!

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, launching today. 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 in a video premiering on “The Ellen Degeneres Show” 100 days out from the start of the games in PyeongChang, South Korea.

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.

Continue reading at AdAge.com