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Procter & Gamble stresses moms' #LoveOverBias in new Winter Olympics advertisement

Posted at 8:48 AM, Nov 02, 2017
and last updated 2017-11-02 19:44:23-04

CINCINNATI -- Cincinnati-based Procter & Gamble should win a gold medal for its heartstring-tugging finesse as it unveiled its latest advertisement on the Ellen Show on Wednesday.

"The Winter Olympics are 100 days away, and Procter & Gamble is once again celebrating moms. Maybe you remember the Olympics and their iconic 'Thank You, Mom' campaign," Ellen DeGeneres told her audience. "Now they have another one. This time it's about kids overcoming adversity with the love of their moms. They're calling it 'Love Over Bias.'"

Watch the ad in the video player below.

Set to a breathy cover of The Five Stairsteps "O-o-h Child (Things are Gonna Get Easier)", the ad features mothers encouraging their children to pursue their dreams no matter who they are, where they come from, who they love or how they 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," Procter & Gamble wrote on its special Love Over Bias website

The 2018 Winter Olympics begin on Feb. 9 in Pyeongchang County, South Korea.