Clever Creative: Going for the Golden Rule
Posted Friday November 10th, 2017 by Caitlin Artigliere in Creativity + Art.Taking on a political issue can be a risky move for a company. Some people might see it as propaganda or sticking their nose where it doesn’t belong, while others might be grateful that a company with such a wide reach is using their powers to spread a message bigger than their products. How a consumer perceives the ad, however, is all based on the execution of it. In today’s “Clever Creative,” one company is going for the golden rule as it tackles the issue of bias.
Procter & Gamble: #LoveOverBias
Back in 2014, for the Winter Olympics in Sochi, Russia, Procter & Gamble released the first “Thank You Mom” commercial, which touched hearts everywhere. In an effort to revamp those ads for the 2018 Winter Olympics in PyeongChang, P&G is taking on the issue of bias. The powerful message of this new ad is that the world should see you how your mom sees you. Mothers love their children unconditionally and would do anything to help them achieve their dreams. They are blind to biases like sex, religion, color, sexual orientation, disability or financial situation, and P&G is encouraging the everyone to take their lead.
As of late, our world is in a slightly tumultuous state, and P&G’s ad is here to remind us that our Olympians got where they are because of hard work, determination and some love from Mom. The Olympics have always been a time when countries pause the fighting in order to compete with each other on the world stage. It is a brief respite for peace. That’s how they started in Greece, that’s what they did during WWII and it’s what they should still represent today. This P&G ad reminds us of that and uses the hashtag #LoveOverBias to spread the message across the global medium of social media.
Unlike the previous “Thank You Mom” ads, this one has very little product placement. If you’re not looking for the P&G products, you’ll probably miss them. We’ve seen more and more companies begin to focus more on brand storytelling rather than the products in their ads, and this is another great example of how to do it well. By using the #LoveOverBias hashtag, the campaign can transcend TV and reach a larger audience around the world. This P&G ad wins first place for us with its integration of mediums, focus on touching stories, little-to-no product placement and a message that goes for the golden rule.
Let us know what you think of these ads, and be on the lookout for next week’s installment of Clever Creative!
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