I’ve watched this commercial at least 20 times. I don’t think my mom has seen it though. If she does, I know she will give me that “I told you so” expression.
When I first saw this ad, I couldn’t understand its purpose for the first 50 seconds. This was my thought process: “okay, kids playing the child versions of older, more mature Olympians. Cool. But what’s with the music? It sounds so sentimental. This is still an ad for kids, right? Oh, I get it. Ok, the music has that feel of leading up to their big moment. It’s their big Olympic moment. Nice.”
And then, when you just couldn’t figure out where this ad was going and what product it was for, it was all summed up so brilliantly and so beautifully in that one expression: an almost teary-eyed mother holding her breath as her son dives into the swimming pool. It was Proctor & Gamble saying: to their moms they will always be kids.
This one-minute journey of emotions took a while to sink in, but when it did, my first reaction was, “Wow.”
Amazing. Amazing in so many different ways. You cannot help but salute the creative agency that came up with this campaign. How difficult must it be to devise a campaign theme for a company that is truly global? You are bound to find several P&G products no matter where you are in the world. For a company like that, pleasing everyone (or at least not offending anyone) is hugely important.
So, the most global company in the world came up with a theme that reflected the most universal emotion in the world: the emotion of motherhood. It doesn’t get better than that.
Mothers will be mothers. You can spend your life proving and showing to them how mature and responsible you’ve become, and they will still treat you and love you like you are a child.
What is even more impressive about this campaign is the different route it took compared to other campaigns during the Olympics. While other brands and companies focused on the athletes, P&G targeted the women behind their success. This was not only smart because it was unique and impactful, but it made the audience sit up and pay tribute to those individuals whose contributions often go unrecognized.
It is no surprise then that research firm Ace Metrix named P&G’s “Proud Sponsor of Moms” campaign the best of the London Olympics.
Nobody deserved it more than P&G and mothers. 🙂