P&G’s Newest Thank You Mom Commercial: Promoting Tolerance and Inclusion in a Period of Growing Intolerance and Exclusion

Girl skiier_love over bias

P&G’s long-running series of “Thank You Mom” commercials have been a powerful testament to the importance of the love and support of parents, particularly mothers. The global consumer goods company has worked hard to make the connection to caring mothers and their brand, and have leveraged sports stories during Olympic cycles to send particularly emotional messages.

Their most recent commercial, “Love Over Bias,” has – at least to me – a more intense resonance.

These are divisive times, with tensions emerging out of the economic dislocations that have slammed the middle classes in developed economies all over the world. The tensions have at times, in my view, manifested themselves in balder declarations of intolerance, in angrier expressions of victimization, and more frequent impulses to violence.

Ooh child, things are going to get easier

Ooh child things will get brighter

Love Over Bias

The message is that children at times suffer unnecessarily from bias, whether they are black with hopes of making it in a sport dominated by whites, or boys in a sport where boys’ sexuality are questioned, or children who have not compete with those who have, or girls of Islamic faith whose hibabs become emotional lightning rods, or disabled children who simply want a chance.

“Imagine if the world could see what a mom sees,” Is the tagline.

The message is universal. And yet…..