Procter & Gamble's Thank You Mom Ad Goes Viral

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Olympic sponsor Procter & Gamble has launched a global P&G Thank You Mom campaign in celebration of 100 days to go until the Opening Ceremony of the London 2012 Olympic Games. The campaign, which extends a theme that P&G has been pursuing for some time, “recognises and celebrates the moms behind the athletes by thanking them for all they do”. It is the biggest campaign in P&G’s 174-year history and will run from now through the end of the Olympic Games.
The campaign launched simultaneously around the world with the digital release of “Best Job,” a 2 minute film from Wieden + Kennedy Portland, that celebrates the role moms play in raising Olympians and in raising great kids. P&G/W+K recruited award-winning director Alejandro González Iñárritu to create the film, which is the foundation of the entire campaign. It was shot on four continents and features actors and athletes from London, Rio de Janeiro, Los Angeles and Beijing.

The ad campaign is running online, in social media, TV and print. By the end of the first week, it had gone viral, with more than 1 million views achieved via YouTube.

Commenting, Marc Pritchard, P&G Global Marketing and Brand Building Officer, said: “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 moms. P&G is in the business of helping moms, not just moms of Olympians, all moms, all around the world. So we’re using our voice at the Olympic Games to thank moms everywhere.”

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 Games-themed P&G branded products will be featured in millions of stores across the globe. As a part of the promotion, P&G has committed to raise $5 million to support youth sports programmes in many countries.