P&g Launches Second ‘thank You, Mum’ Ad
P&G, a Worldwide Olympic Partner, has unveiled “Kids”, the second advertisement in its global P&G ‘Thank you, Mum’ campaign series.
“Kids” was launched simultaneously around the world this morning, in advance of making its TV premiere during the Opening Ceremony – and can be viewed at Sport Industry TV.
Marc Pritchard, P&G global brand building officer, said: ‘Tomorrow marks the opening of the Olympic Village. The teams have all been chosen and, with just two weeks to go until the London 2012 Games, ten thousand athletes around the world are gearing up for the biggest competitions of their lives. The years of training and dedication will end in triumph for the best of the best.’
‘P&G is proud to be sponsoring 150 of these remarkable athletes through our brands. In addition, we’re also honoring the people who helped them on their journey to London – their mums – through our Thank you, Mum’ campaign.’
P&G is the company behind brands such as Pampers, Gillette and Pantene, and its launch of “Kids” builds other videos in P&G’s Olympic Games campaign which can also be viewed at Sport Industry TV.
The “Best Job” film and the “Raising an Olympian” series have already collected 19.5 million views since P&G launched the Thank you, Mum campaign globally in April.
Pritchard added: ‘We know from talking to mums of Olympians, that even though their children have grown into world-class athletes, they will always see them as little kids.’
‘This insight serves as the inspiration behind our “Kids” spot, which we’re proud to unveil today, as the world is turning its attention to the athletes of London 2012.’
P&G recruited award-winning director Daniel Kleinman, named Adweek’s director of the decade in the “Best of the 2000s” feature, to create the spot. The piece depicts seven different Olympic Games events, featuring approximately 245 kids from 16 different countries. The spot was filmed in the US and Great Britain and it will run online, in social media, TV and print.
To make it easy for people to join in the ‘Thank you, Mum’ campaign, P&G also launched the “‘Thank you, Mum’ app” that allows people to thank their own mums by uploading personalized content in the form of a video, still image with caption or text-based message. Users will then be able to encourage friends and family to do the same, spreading the word to thank and celebrate mums.
P&G will be supporting a number of the UK’s leading athletes in the build-up to and during the London 2012 Olympic and Paralympic Games – including Mark Cavendish, Jessica Ennis, Paula Radcliffe and Sir Chris Hoy – who are serving as ambassadors for P&G’s individual brands through 2012.
