Procter and Gamble launches ‘Thank you Mum’ Olympic Games campaign via Weiden+Kennedy

April 18 2012, 9:53 am | BY Lynchy | 3 Comments

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).

 

“With just 100 days to go, athletes around the world are being selected to represent their countries at the Olympic Games,” said 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.”

pg4.jpgP&G, the company behind brands like Gillette, Pantene, Oral-B, Vicks, Fairy and Ambi Pur, recruited award-winning director Alejandro González Iñárritu to create ‘Best Job’. It was shot on four continents and features local actors and athletes from each location–London, Rio de Janeiro, Los Angeles and Beijing. The ad campaign will run online, in social media and TV. A video detailing the campaign can be viewed here.

Jeremy Kodomichalos, Head of Corporate Marketing, P&G Australia and New Zealand said: “We loved this spot as we thought it beautifully captured the universal sentiment that mums help us perform our best every day. As Proud Sponsors of Mums, P&G wants to celebrate and thank all mums throughout the Olympic Games and beyond.”

 

Pg 5.jpgThe campaign will come to life through a variety of media channels and in-store with a worldwide retailer program from April through August. Olympic-themed P&G branded products will be featured in millions of stores across the globe.

 

To make it easy for people to join in the P&G Thank You Mum campaign, P&G is also launching the “Thank You Mum app” that allows people to thank their own mums by uploading personalised 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. 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 a shopping centre activation taking place in NSW, Victoria and Queensland. Consumers will be encouraged to create their own ‘Thank You Mum’ message board before being photographed. Images will be beamed to a large screen within the shopping centre before being uploaded to the P&G Australia and New Zealand Facebook page. Consumers will also have the option to tag themselves on the P&G site to integrate the photo into their own personal Facebook page.

 

In the lead up to the London 2012 Olympic Games, individual P&G brands are also sponsoring athletes – Eamon Sullivan for Gillette and Emily Seebohm for Pantene, leveraging these athletes with stand alone advertising creative as well as releasing special packaging and unique brand offerings in-store.