Proctor & Gamble continues to produce great work in their “Thank You, Mom” campaign. Their most recent ad for the 2012 London Olympic Games features Olympic athletes their a mom’s point of view. To Moms, they will always be their kids. It’s an excellent approach and one we applaud.
Join P&G in saying “Thank you, Mom” by sending your mom a message of thanks at: http://Facebook.com/ThankYouMom. You can also follow the campaign on twitter.
CINCINNATI, USA, 11 JULY 2012 – Procter & Gamble (NYSE:PG), a Worldwide Olympic Partner and the company behind brands like Pampers®, Gillette® and Pantene®, today debuted “Kids,” the second advertisement in their global P&G Thank You Mom campaign series. “Kids” was launched simultaneously around the world today online, in advance of making its TV premiere during the Opening Ceremony. Click to watch: http://youtu.be/zRaQRbAxXaA
“Tomorrow marks the opening of the Olympic Village. The teams have all been chosen and, with just two weeks to go until the London 2012 Games, ten thousand athletes around the world are gearing up for the biggest competitions of their lives. The years of training and dedication will end in triumph for the best of the best,” said Marc Pritchard, P&G Global Brand Building Officer. “P&G is proud to be sponsoring 150 of these remarkable athletes through our brands. In addition, we’re also honoring the people who helped them on their journey to London – their moms – through our Thank You Mom campaign.”
The launch of “Kids” builds on the success of the other videos in P&G’s Olympic Games campaign. The “Best Job” film http://www.youtube.com/user/ProcterGamble/featured?v=NScs_qX2Okk and the “Raising an Olympian” series https://www.facebook.com/thankyoumom/app_351225601603842 have already garnered more than 26 million views since P&G launched the Thank You Mom campaign in April.
“We know from talking to moms of Olympians, that even though their children have grown into world-class athletes, they will always see them as little kids,” said Pritchard. “This insight serves as the inspiration behind our “Kids” spot, which we’re proud to unveil today, as the world is turning its attention to the athletes of London 2012.”
P&G recruited award-winning director Daniel Kleinman, named Adweek’s director of the decade in the “Best of the 2000s” feature, to create the spot. Kleinman’s storytelling gives the viewer a unique perspective on the Olympic athletes through the eyes of their moms. The piece depicts seven different Olympic Games events, featuring approximately 245 kids from 16 different countries. The spot was filmed in the US and Great Britain and it will run online, in social media, TV and print.
“As I watched this commercial for the first time, it brought back so many memories of watching Ryan as a kid climbing onto the starting blocks,” said Ileana Lochte, mom of Olympian and three-time gold medalist Ryan Lochte. “Even now as I watch him compete, I always see him as my little boy.”
P&G’s Thank You Mom campaign kicked off in April and is coming to life through a variety of media channels and in-store with a worldwide retailer program that runs through August. Olympic Games-themed P&G branded products are being featured in four million of stores across the globe. As a part of the P&G Thank You Mom promotion, P&G has committed to raise $5 million to support local youth sports programs in many countries, through a portion of sales and donations from the company’s leadership brands including Pampers®, Tide®, Gillette® and Pantene®.
To make it easy for people to join in the Thank You Mom campaign, P&G also launched the “Thank You Mom app” that allows people to thank their own moms by uploading personalized content in the form of a video, still image with caption or text-based message. Users will then be able to encourage friends and family to do the same, spreading the word to thank and celebrate moms. To share your own Thank You Mom message, please visit http://www.facebook.com/thankyoumom/app_355982491091876.
To follow news and updates on the entire Thank You Mom campaign, consumers can visit and “like” www.facebook.com/thankyoumom.
For a full list of assets and information related to the P&G Thank You Mom campaign, including photos and video, visit www.PGThankYouMomMediaCenter.com.
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About P&GP&G touches and improves the lives of about 4.4 billion people around the world with its portfolio of trusted, quality brands. The Company’s leadership brands include Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, and Ambi Pur®. With operations in about 80 countries, P&G brands are available in more than 180 countries worldwide. Please visit pg.com for the latest news and in-depth information about P&G and its brands.
Photos provided by P&G