P&G’s Global Olympics Ad: ‘Mum Is Best & Hardest Job’


Being a mum is the hardest job in the world. But it is also the best!


This is the message (and tagline) that lies at the heart of the global strand of P&G’s multi-faceted, global/local London 2012 campaign.


A flagship series of TV spots, which continues the FMCG giant’s ongoing umbrella ‘Thank You Mum’ Olympic sponsorship, honours all that mums do to help their children succeed through vignettes of amazing and mothers committed to supporting their athlete children right around the world.


The creative features tightly edited, similar scenes from across the world of mothers helping their children wake up, have breakfast, transporting them to practice, cheering at competitions and doing their laundry. The initial two-minute, full length film follows the stories of four kids and their mothers who stand by them every step of the way in becoming Olympic champions.


The spearhead international TVC launched on YouTube in late April and has garnered more than two million views to date.


The film has subsequently been cut in to several 60- and 30-second spots and is now running in various languages across several media channels (including mainstream TV) in multiple markets across the globe.


The spots end with a Facebook URL that and attempt to drive viewers online where they can send their very own ‘Thank you’ mum message. Furthermore, via individual market campaigns, the brand is also donating money for every ‘Like’. For example, in the USA, each like generates a $1 donation to a USOC/Team USA youth sports fund up to $100,000.


“We have seen an overwhelmingly positive response to the video so far, with thousands of people sharing it all around the world,” said P&G spokesperson Jodi Allen in an email. “It’s the biggest global campaign P&G has undertaken in our 174 years. We want consumers around the world to be inspired by watching our ‘Best Job’ film that celebrates moms for all they do for their kids.”


The P&G ad, by agency Wieden + Kennedy Portland, is just one part of a gargantuan campaign from the IOC TOP global Olympic sponsor.


There are also individual product sub-campaigns in specific markets: such as the ‘Country Colours/National Flag’ work for Tide (USA) and Ariel (UK). All of these are running under the same umbrella ‘Thank You Mum’ big idea.



In addition it is running another major strand of activity featuring a P&G team of star athlete endorsers (and their mothers) in local brand ambassador programmes. For example, in the US its ambassadors include Michael Phelps, Shawn Johnson and Tyson Gay, while UK endorsers include Paula Radcliffe and Chris Hoy.





This central global spot certainly hits the emotional jackpot and connects powerfully by cramming an impressive number of moments into a short spot alongside an emotionally cinematic score.


In a classic approach for a long-term IOC TOP sponsor, this multi-market ad carefully focuses on key Olympic markets – its four main stories take place in P&G’s home and biggest market (USA), previous Olympic host (China), this year’s Olympic host (UK) and the next Olympic host country (Brazil).


For further insights into why P&G signed up as an IOC TOP sponsor and its activation strategy see this video interview of Nathan Homer (P&G’s Olympic Project Director).









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