IOC Worldwide Partner P&G has launched the next phase in its global ‘Thank You, Mum’ Olympic campaign – led by the TV spot ‘Kids’.
There was a simultaneous global online launch (coinciding with the opening of the Olympic Village) in advance of its network premier which will occur during the London 2012 Opening Ceremony on 27 July.
‘Kids’ follows the FMCG giant’s previous global spot ‘Best Job’ (see previous case study), as well as its ongoing ‘Raising an Olympian’ series which has already racked up 19.5 million views since its April launch.
The spot, directed by Daniel Kleinman (Adweek’s director of the decade), aims to give the viewer a unique perspective on Olympians through the eyes of their mothers. It highlights seven Olympic events and features 200-plus children from 16 different nations.
The work will also receive support across social media and print.
‘We know from talking to mums of Olympians, that even though their children have grown into world-class athletes, they will always see them as little kids,’ says Marc Pritchard, P&G Global Brand Building Officer. ‘This insight serves as the inspiration behind our Kids spot.’
The creative idea is to reflect on what it’s like as a mum watching your child compete – showcasing the gamut of emotions from, pride to nerves.
P&G’s umbrella ‘Thank You Mum’ initiative unites the brands vast array of products under a unified whole through the company’s IOC TOP programme partnership.
It first began in 2010 for the Vancouver Winter Olympics and started rolling out for London 2012 in March last year (see previous case study).
The ‘kids’ focus, follows last month’s short burst of work that leveraged Father’s Day and focused on dads (see previous case study).
Thus avoiding any accusations that this mums-led approach excluded other demographics.
Whilst led by more traditional media platforms, P&G’s Olympic work is brought to life through a wide variety of media channels and in-store programmes, as well as via P&G’s commitment to raise $5 million to support local youth sports programmes around the world through a portion of sales and donations from a s et of its key brands such as Pampers, Tide, Gillette and Pantene (see previous case study).