Film > TV / Cinema Film: Sectors

P&G | LOVE OVER BIAS

WIEDEN+KENNEDY, Portland / PROCTER & GAMBLE / 2018

Awards:

Silver Cannes Lions
CampaignCampaign(opens in a new tab)
Supporting Images
Supporting Images
Supporting Images

Overview

Credits

Overview

BriefExplanation

This film highlights a mom's role as her child's first and greatest advocate-she's the one who sees his or her potential despite what others see. In this film we see moms encouraging and supporting their child athletes in a world that isn't always accepting of them. An African American mom realizes the racial biases her daughter will have to face. An Eastern European mom consoles her effeminate son. Another mom uplifts her son regardless of socioeconomic challenges. A Korean mom approves of her daughter's choices in the face of gender bias. A Saudi mom proudly stands behind her daughter against religious bias, and a Japanese mom protects her son in light of his physical disability. In each scene we see how the world presents obstacles and watch these moms push their kids to persevere and overcome.

EntrySummary

- Racial Bias: Black athletes are highly underrepresented in winter sports. There is a false belief that "black people don't ski."

- LGBTQ Bias: Effeminate boys are bullied and thought to be weaker than their peers.

- Socioeconomic Bias: On top of having fewer resources, children who grow up without the financial means frequently receive fewer opportunities.

- Cultural Bias: Female athletes, especially of certain cultures, are oppressed on the basis of cultural traditions.

- Gender Bias: Females, especially in some cultures, are told they should stay away from sport and not be too tough, otherwise they risk never being married.

- Disability Bias: Disabled children often miss out on sport opportunities available to their peers.

More Entries from Other FMCG in Film

24 items

Grand Prix Cannes Lions
IT'S ANOTHER TIDE AD

Other FMCG

IT'S ANOTHER TIDE AD

PROCTER & GAMBLE, PROCTER & GAMBLE

(opens in a new tab)

More Entries from WIEDEN+KENNEDY

24 items

Grand Prix Cannes Lions
RE2PECT

Titanium and Integrated

RE2PECT

JORDAN BRAND, WIEDEN+KENNEDY

(opens in a new tab)