Procter and Gamble launches ‘Thank you Mum’ Olympic Games campaign via Weiden+Kennedy
Procter & Gamble, a Worldwide Olympic Partner, has launched their global P&G Thank You Mum campaign (via Weiden+Kennedy) – a celebration of 100 days to go until the Opening Ceremony of the London 2012 Olympic Games.
The campaign recognises and celebrates the mums behind the athletes by thanking mums for all they do, and is a part of P&G’s worldwide partnership with the International Olympic Committee (IOC).
The TVC will be shown in Australia for the first time this Sunday.
View the 60 second ad here PGOlym60_AUSrev2.m4v
View the 30 second ad here PGOlym30__AUSrev2.m4v
View the 2 minute video herePGOY0180H.m4v
In Australia this is P&G’s first dedicated corporate brand campaign. It will consist of a 30 and 60 second television commercial called ‘Best Job’, in-store promotions, online advertising, a shopping centre activation, social media as well as sponsorship of individual athlete mums – Pam Sullivan (mum of swimmer Eamon Sullivan) and Karen Seebohm (mum of swimmer Emily Seebohm).
“Withjust 100 days to go, athletes around the world are being selected torepresent their countries at the Olympic Games,” said Marc Pritchard,P&G Global Marketing and Brand Building Officer. “At P&G weknow that getting to the Olympic Games begins at childhood and that oneach of these athletes’ journeys to London 2012, there was one personcheering for them louder than anyone…their mums. P&G is in thebusiness of helping mums, not just mums of Olympians, all mums, allaround the world. So we’re using our voice at the Olympic Games tothank mums everywhere.”
P&G,the company behind brands like Gillette, Pantene, Oral-B, Vicks, Fairyand Ambi Pur, recruited award-winning director Alejandro GonzálezIñárritu to create ‘Best Job’. It was shot on four continents andfeatures local actors and athletes from each location–London, Rio deJaneiro, Los Angeles and Beijing. The ad campaign will run online, insocial media and TV. A video detailing the campaign can be viewed here.
Jeremy Kodomichalos, Head of Corporate Marketing, P&G Australia andNew Zealand said: “We loved this spot as we thought it beautifullycaptured the universal sentiment that mums help us perform our bestevery day. As Proud Sponsors of Mums, P&G wants to celebrate andthank all mums throughout the Olympic Games and beyond.”
Thecampaign will come to life through a variety of media channels andin-store with a worldwide retailer program from April through August.Olympic-themed P&G branded products will be featured in millions ofstores across the globe.
To make it easy for people to join in the P&G Thank You Mumcampaign, P&G is also launching the “Thank You Mum app” that allowspeople to thank their own mums by uploading personalised content in theform of a video, still image with caption or text-based message. Userswill then be able to encourage friends and family to do the same,spreading the word to thank and celebrate mums. This will be available on the P&G Australia and New Zealand Facebook page
Consumers will also have the opportunity to thank their mums with ashopping centre activation taking place in NSW, Victoria andQueensland. Consumers will be encouraged to create their own ‘Thank YouMum’ message board before being photographed. Images will be beamed toa large screen within the shopping centre before being uploaded to theP&G Australia and New Zealand Facebook page. Consumers will alsohave the option to tag themselves on the P&G site to integrate thephoto into their own personal Facebook page.
In the lead up to the London 2012 Olympic Games, individual P&Gbrands are also sponsoring athletes – Eamon Sullivan for Gillette andEmily Seebohm for Pantene, leveraging these athletes with stand aloneadvertising creative as well as releasing special packaging and uniquebrand offerings in-store.