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P&G Salutes Mothers In 2012 Olympics Campaign

The center of Procter & Gamble’s extensive "Thank You, Mom" campaign for the 2012 Olympic Games in London, this two-minute video pays tribute to the pivotal roles mothers play in the development of young athletes.

With the 2012 Olympic Games in London approaching, Procter & Gamble is set to roll out what it calls its biggest campaign ever. The "Thank You, Mom" initiative, created by Wieden+Kennedy Portland , will be running from now until the end of the games, encompassing print, TV, and social media, and kicking it off is an ad entitled "Best Job."

Directed by Alejandro González Iñárritu, who is responsible for award-wining films such as Babel and Biutiful, the new ad was shot on four continents and features local actors and athletes from each location—London, Rio de Janeiro, Los Angeles, and Beijing. It focuses on one mother in each location raising a young athlete and all the work that goes with it.

We follow these women as they wake their kids up in the morning. We watch as they make culturally appropriate breakfasts that should give eagle-eyed viewers an idea of where each section takes place. We see them drive their kids to practice and support them with encouragement. And we see that this support never wanes through the years, as the young athletes reach a competitive age. The spot and larger 2012 campaign are an extension of the Mom-focused effort P&G rolled out at the Vancouver games in 2010. That push saw P&G fly athletes’ mothers to the event, and the London Olympics will also include a number of on-site extensions of the campaign.

The ad launched exclusively online yesterday, where P&G Facebook fans can access it, and shorter, localized versions of the spot will debut on television May 8th. But you can call your mom right now and tell her you love her before she sees it.

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6 Comments

  • frohnec

    That is nice that P&G salutes all the moms of the athletes.

    I am kind of interested why no mention of Dads?

    Why is the commercial  not saluting the "parents" of the athletes?

    Is it because they are pandoring to the Mom's because they would typically  buy the household products P&G sells?

    I am fairly certain that just about 100% of the athletes have a father and that father may probably influenced their success in one way or another.

  • Michelle Pliskin

    This is the most compelling campaign I've seen in awhile. I literally can't stop watching this ad and all of the other platforms integrate the theme quite nicely. Wieden + Kennedy is an amazing agency.

  • Duneedivia

    Wow no black girls. P&G. whats that all about. Our mothers love little black girls.

  • Lp

    A  great spot - beautifully executed - where is the credit for the Agency Producer?

  • Rob Steeles

    Am I alone in thinking that P&G doesn't 'Sponsor moms'? In fact, the opposite could be said. Mons actually help make P&G one of the most profitable corporates in the world.

    If they sponsored moms, surely the thousands of nappies my daughter has gone through would be subsidised? The same goes for the milk formula, baby wipes and non-bio washing powder. 

    My wife's not had any support from P&G in terms of sponsorship, and these ads make her blood boil (even at low temperatures).

    I work in the ad industry as a creative, and the sentiment behind these ads lack any true insight or empathy. 

    By all means acknowledge the sacrifices and challenges moms (and families) make every day, but don't patronise by saying you actually had a hand in doing so. 

    It is a mother's natural instinct to make sacrifices to ensure their children have the best opportunities in life, but the help they get is from partners, family, friends, loved ones, even employers and governments.  

    P&G and the agency that's created this faux sponsorship (just in time to cash in on the olympics I might add), should seriously consider either following through and actually sponsoring each mom who uses P&G products, or rethink their parasitic, patronising and transparent messaging.

  • Bob

    Rob,
    seriously. Thank you for helping me eliminate you for any consideration I would have for you working on any of my business. But based on your comment, you probaly aren't in marketing or in an agency. No one could be that moronic.