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Company: Procter & Gamble Co.
    View Company Scorecard / Contact Company
Brand: Head & Shoulders
Ad Title: Shoulders Of Greatness
Business Category: Personal Products
Media Outlets: Television
Country: United States
Region: North America
Agency: Wieden + Kennedy
Year: 2018
Target: Gays & Mainstream
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Theme(s)

Real GLBT Person

Theme Breakdown

AdRespect Score: 
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As one of just two openly gay men who made history by competing for the U.S. at the Winter Olympic Games for the first time, Gus Kenworthy appears sporting a rainbow flag and arm tattoos.

Hunky Kenworthy says, "My shoulders carry more than my country's pride; they carry my community’s pride, my family’s pride, and pride in myself.”

The freeskier is then shown doing somersaults on the slope as well as lathering up in the shower.

“Gus is the embodiment of Shoulders of Greatness,” John Brownlee, Proctor &Gamble’s brand director for Head & Shoulders, told the Cincinnati Business Courier. “He has pushed through personal and social barriers to compete at the highest level – and at his personal best. … We know he will inspire others to shoulder their own greatness, no matter what obstacles they face.”

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