Video: How P&G Makes Grown Women Cry in Their Offices

I track the latest and greatest in corporate communication as it relates to social and environmental issues. That means I only blog when I see a brand really blow it out of the water. P&G does that with their new campaign #loveoverbias, which is designed to make women (particularly moms) cry their way through the winter Olympics.

P&G does this in multiple ways.

First, their campaign is relevant to the hot button issues in American society right now. They take on race, classicism, bias against Islam, and bullying of gay teens. All these issues immediately resonate with what is going on in the Twitterverse right now. (An ad showing support of gay marriage would be lovely, but feel very 2015.)

Second, they complimented their campaign with some hard-hitting corporate policy writing:

At P&G we aspire to a world where everyone is equally free to pursue their
dreams, no matter who you are, where you come from, who you love or how
you worship. We’re using our voice as an Olympic Games sponsor to celebrate a mom’s role in helping her kids overcome bias and seeing their potential no matter what others see. Just imagine what the world could be
if we all saw each other through a mom’s eyes.

P&G does here what so many brands fail to do. They put the message out their that their consumers (‘we love you just the way you are’ ) and shareholders (‘we have political correct corporate values’) want to hear. They don’t pretend that a major brand can sit out hot-button social issues out. So they put their story out there first.

Finally, they deliver it all in an incredibly glossy and marvelously executed, expensive ad. Think Super Bowl here.

Glad I was not the only one crying in my office.

Enjoy: