Brands have given this year’s Beijing Winter Olympics a wide berth for fear of being seen to be endorsing Chinese human rights violations.
However, it’s not stopped the world’s biggest advertiser, Proctor & Gamble, from releasing an Olympics campaign that’s most noticeable for NOT mentioning Beijing.
The spot stars American snowboarder Chloe Kim who became the youngest woman to win an Olympic snowboarding gold medal when she won gold in the women’s snowboard halfpipe at 17 at 2018’s Korean Games.
The brand campaign’s the work of Wieden+Kennedy and explores Kim’s relationship with her father and cleverly uses old home movies to show her dad’s involvement in her snowboarding career and finishes with the tag “Because you’re always there. I am here.”
Watch the spot below and remember not to mention the “B” word!
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