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Procter & Gamble “Love Over Bias” 2018

Procter & Gamble “Love Over Bias” (2018) is a Procter & Gamble commercial directed by Alma Har'el for W+K, produced by Epoch Films. It won 2 awards, including One Show 2018 Silver Pencil — Moving Image Craft and Ciclope 2018 Gold Brand Content Short Form Direction - Under 90 Seconds.

This ad shows mothers supporting their children through various challenges, culminating in an Olympic skier's triumph, highlighting a mother's unwavering love and belief.

Video: Whitehouse Post on Vimeo

Shot by shot

  1. A young Black girl with pigtails and a pink shirt jumps on a bed in a blue bedroom decorated with ski posters.© Procter & Gamble0:00
  2. A young male dancer in a denim vest and yellow shirt runs and leaps gracefully towards the camera, then falls to the ground, seen from over the shoulder of another person outdoors.© Procter & Gamble0:12
  3. A person in a pink jacket and patterned mittens helps another person put on an ice skate, with other people visible in the blurry background.© Procter & Gamble0:23
  4. A group of people, including children in ski gear, gather around a stone fire pit in a snowy mountain resort, with a building in the background.© Procter & Gamble0:27
  5. A person with long dark hair is getting their hair cut by another person, visible only by their arm and hand holding scissors, in an interior setting.© Procter & Gamble0:34
  6. A young woman with long dark hair, seen from behind, styles her hair in a bathroom mirror, with a hockey jersey hanging nearby.© Procter & Gamble0:37
  7. A young Asian woman with short dark hair looks on as an unseen person's arm reaches out to touch her shoulder in a warm, dimly lit room.© Procter & Gamble0:41
  8. Two women, one in a blue sequined outfit and the other in black, are working on clothing in a cluttered, dimly lit room with a large arched window.© Procter & Gamble0:46
  9. A young Asian woman in a maroon beanie and a brown coat helps a young Asian boy in a blue jacket off a bus.© Procter & Gamble0:57
  10. A young Black girl with a pink headband and blue hair ties, wearing a pink shirt and dark blue overalls, lies back with her hands behind her head, opening her eyes and looking up in an interior setting.© Procter & Gamble1:05
  11. A young Black woman with curly hair, wearing a red and white winter jacket, looks up with a worried expression as snow falls around her in an outdoor stadium.© Procter & Gamble1:10
  12. A diverse crowd of people, including a young Black woman with curly hair, are seen cheering and smiling at an outdoor event.© Procter & Gamble1:14

Stills © Procter & Gamble. Made by W+K, Epoch Films and Alma Har'el.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Mothers' love helps children overcome bias and achieve their dreams.

Tagline: “#LoveOverBias”

mother's unwavering supportovercoming adversitydream bigOlympic triumphdiverse representationemotional journey

The cut

Length
94 s
Shots
44
Average shot
2.1 s

What creatives use Procter & Gamble “Love Over Bias” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Procter & Gamble “Love Over Bias”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young Black girl with pigtails and a pink shirt jumps on a bed in a blue bedroom decorated with ski posters.© Procter & GambleA young male dancer in a denim vest and yellow shirt runs and leaps gracefully towards the camera, then falls to the ground, seen from over the shoulder of another person outdoors.© Procter & GambleA person in a pink jacket and patterned mittens helps another person put on an ice skate, with other people visible in the blurry background.© Procter & GambleA group of people, including children in ski gear, gather around a stone fire pit in a snowy mountain resort, with a building in the background.© Procter & Gamble
    Frames from Procter & Gamble “Love Over Bias”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Procter & Gamble “Love Over Bias” in order, with its length, framing and what happens in it.

    A young Black girl with pigtails and a pink shirt jumps on a bed in a blue bedroom decorated with ski posters.© Procter & GambleA young male dancer in a denim vest and yellow shirt runs and leaps gracefully towards the camera, then falls to the ground, seen from over the shoulder of another person outdoors.© Procter & GambleA person in a pink jacket and patterned mittens helps another person put on an ice skate, with other people visible in the blurry background.© Procter & GambleA group of people, including children in ski gear, gather around a stone fire pit in a snowy mountain resort, with a building in the background.© Procter & GambleA person with long dark hair is getting their hair cut by another person, visible only by their arm and hand holding scissors, in an interior setting.© Procter & GambleA young woman with long dark hair, seen from behind, styles her hair in a bathroom mirror, with a hockey jersey hanging nearby.© Procter & Gamble
    Length: 94 s · Shots: 44 · Average shot: 2.1 s

  3. 03Ad ideas: every spot built on a overcoming adversity

    Before you present an idea, you need to know who has done it, and how.

    Procter & Gamble “Love Over Bias” is built on a overcoming adversity. Search the library by idea to see every spot that uses it.

    Nike “You Can't Stop Us”© NikeCoca-Cola “I Love You Hater”© Coca-ColaChannel 4 “Meet the Superhumans”© Channel 4Biogen “Friedreich and I”© Biogen
    Nike · Coca-Cola · Channel 4 · Biogen

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Questions

Who directed the Procter & Gamble “Love Over Bias” commercial?

Alma Har'el directed it, produced by Epoch Films, for the agency W+K.

Which agency made Procter & Gamble “Love Over Bias”?

W+K created it for Procter & Gamble (2018).

What awards did Procter & Gamble “Love Over Bias” win?

2 awards, including One Show 2018 Silver Pencil — Moving Image Craft and Ciclope 2018 Gold Brand Content Short Form Direction - Under 90 Seconds.

What is the tagline of Procter & Gamble “Love Over Bias”?

“#LoveOverBias”

Sources for the credits and awards

oneclub.orgawards.ciclopefestival.com