PROCTER & GAMBLE
THANK YOU, MOM
”LOVE OVER BIAS”

For the 2018 Winter Olympic Games in Pyeongchang, P&G tapped us to add yet another chapter to their famous “Thank You, Mom” campaign. Instead, we reinvented the campaign, leveraging a global stage to help the world’s largest advertiser inspire Love Over Bias.

 

I was the first creative who is a mom to work on this 8-year-running “Thank you, Mom” campaign. I wanted to show that moms are more than just the primary caregivers and household managers. I wanted to show moms as the first and most powerful advocates for their children.

In producing this work, we were very intentional about working with talent and collaborators who experienced bias in their own lives, including casting non-actors and real mom/child pairs. Each time we had an opportunity to pull from groups who are underrepresented in our industry, we did. This resulted in a number of credited “firsts.” Most namely, Alma Har’el was the first female director on the “Thank you, Mom” campaign. 

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