HOLY COW! When it comes to tugging at the heartstrings, it doesn't get much better than P&G's anthemic ad for London 2012. "The Hardest Job in the World" - is not being an Olympian but being the mother behind the athlete.
This two minute short film will run virally on P&G's Facebook page with shorter versions to air in May. As AdAge pointed out, "The marketer calls itself 'Proud Sponsor of Moms,' but it could also be very easily dubbed 'Proud Sponsor of Tears,' given its continuing, highly emotional maneuvers for the 'Thank You, Mom' campaign"
The message and insight are crystal clear: “Moms carry us for nine months and then keep on carrying us. Through countless sacrifices they are loving nurturers and selfless providers and motivators as well as chauffeurs and doers of laundry and dishes. Our campaign celebrates the role of moms all over the world.” - Brandchannel
The campaign has been developed in the UK to celebrate the 100 Days To Go milestone. P&G has created a series of eight documentary-style short films (narrated by comedian Dawn French) titled "Raising an Olympian," which tells the stories of Team Great Britain athletes — including Sir Chris Hoy, Jessica Ennis, Victoria Pendleton and Paula Radcliffe — through the eyes of their mothers. Check out their stories below.
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