P&G: Olympic Games Tokyo 2020

P&G, along with W+K Portland, launched its Olympic Games Tokyo campaign inspired by the many Olympic and Paralympic athletes who are not only achieving athletic greatness, but are also stepping up to take action for good, making a positive difference in their communities.

These athletes are the focus in the latest chapter of the company’s worldwide “Lead with Love” consumer campaign, which unites P&G’s longstanding Citizenship efforts of Community Impact, Equality & Inclusion, and Environmental Sustainability. P&G believes the Olympic Games have tremendous power to unite the world through sport; in Tokyo, and in partnership with the International Olympic Committee, P&G is celebrating athletes and their inspiring acts of good.

The short film “Love Leads to Good” celebrates the important role all parents have in raising their children to be good. It is in those quiet moments of teaching over a lifetime that develop a child into a champion – as an athlete – and as a human being. This film depicts how the choice to take action to be a good person reflects the lessons we’ve been taught by those who love us. Often these lessons lead to the moments that shine brightest – even on the Olympic stage: displays of respect and good sportsmanship, extending kindness to our rivals, and perseverance in the face of adversity.

In celebration of the athletes who show their goodness on and off the field of play, P&G also launched the film “Your Goodness is Your Greatness.”

Narrated from the perspective of proud parents, the film features Olympic and Paralympic athletes who are leading with love and showing the world that the true measure of greatness is goodness. U.S. athletes in the film include six-time Olympic Gold Medalist Allyson Felix, Track and Field; four-time World Champion Carissa Moore, Surfing; and Olympic Gold Medalist, Elena Delle Donne, Basketball.

“Over the past decade, we have been honored and humbled to tell the stories of amazing athletes and the families who have supported them on the journey to achieving their Olympic and Paralympic dreams,” said P&G Chief Brand Officer, Marc Pritchard. “When those dreams were put on hold in 2020, we were inspired as they moved beyond their own disappointment and stepped up to help others and serve their communities. By putting others above themselves and lending their time, talent, and resources to help those in need – these accomplished athletes show that their goodness is their greatness.”

“Love Leads to Good” and “Your Goodness is Your Greatness” build upon the iconic “Thank You, Mom” campaign and include a call to action to “lead with love” through acts of good. Both films will appear in full form digitally or in short form on television in more than 15 countries.