Mums/Moms: the good, the bad and the ugly

Procter & Gamble and Wieden + Kennedy decided to celebrate mothers’ roles in the creation of world-class athletes in a campaign that ran as part of its sponsorship of the London Olympics. And it’s back with another earnest spine tingler focusing on winter sports for the upcoming Sochi games in Russia. P&G-owned brand Old Spice also released an ad about mothers recently, although the musical ode to those who can’t let their teenage boys go is quite a bit different from that of its parent company. 

“This is two different takes on the same insight — that our mom is our greatest fan, whether she’s raising an Olympian or an Old Spice guy,” P&G spokesman Paul Fox told Ad Age. The Old Spice ad was “the No. 1 viral video in the world”, and, as of last week, had clocked in with 3.1 million views. 

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