P&G mummifies the globe with massive Olympic thank you campaign

Youtube VideoThe sponsors of the Olympic Games are gearing up for action and, with 100 days to go until the bulbous one-eyed London mascots cut the ribbon, Procter & Gamble has launched its biggest campaign ever, a global ‘Thank You Mum’ campaign to celebrate the mums behind the athletes. 

According to The New York Times, the campaign is a broader extension of the mothers campaign created by Wieden & Kennedy for the Vancouver Olympics in February 2010. It has signed up with the IOC as a sponsor through to 2020.

In New Zealand, this is P&G’s first dedicated corporate brand campaign and follows on from last year’s decision to add its logo to the many products its advertises, such as Gillette, Pantene, Oral-B and Vicks. The campaign will consist of a 30 second television commercial called ‘Best Job’, in-store promotions, online advertising, and social media.

Award-winning Mexican director Alejandro González Iñárritu created the fairly goosebumpy two minute clip, which was shot on four continents and features local actors and athletes from London, Rio de Janeiro, Los Angeles and Beijing. A spokesman for Wieden + Kennedy told The New York Times about 20 different versions of the ad will be shown around the world after the big reveal (click here for the local version).

“We loved this spot as we thought it beautifully captured the universal sentiment that mums help us perform our best every day,” says Jeremy Kodomichalos, head of corporate marketing, P&G Australia and New Zealand. “As proud sponsors of mums, P&G wants to celebrate and thank all mums throughout the Olympic Games and beyond.”

The campaign will come to life through a variety of media channels and in-store with a worldwide retailer programme from April through August. Olympic-themed P&G branded products will be featured in millions of stores across the globe.

P&G has also getting people to thank their own mums by uploading personalised content in the form of a video, still image with caption or text-based message via a mobile app. Users will then be able to encourage friends and family to do the same.

It has also commissioned the Changing Face of Motherhood Report, which explores how motherhood has changed since the turn of the century and how products like those produced by P&G have had an impact on this element of social evolution.

“With just 100 days to go, athletes around the world are being selected to represent their countries at the Olympic Games,” says Marc Pritchard, P&G global marketing and brand building officer. “At P&G we know that getting to the Olympic Games begins at childhood and that on each of these athletes’ journeys to London 2012, there was one person cheering for them louder than anyone…their mums. P&G is in the business of helping mums, not just mums of Olympians, all mums, all around the world. So we’re using our voice at the Olympic Games to thank mums everywhere.”

Apparently, P&G will be also giving dads some credit around Father’s Day.

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