Procter & Gamble launches second installment of global 'Kids' campaign for London 2012 Olympic Games via Wieden + Kennedy Portland

kids1.jpgProcter & Gamble, a Worldwide Olympic Partner and the company behind brands like Gillette, Pantene, Oral-B, Vicks, Fairy and Ambi Pur today debuted 'Kids', the second advertisement in their global P&G Thank You Mum campaign series in a campaign created by Wieden + Kennedy, Portland.

WATCH 'KIDS' SPOT
WATCH 'BEST JOB' SPOT
kids2.jpg"Kids" was launched simultaneously around the world today online, in advance of making its TV premiere during the Opening Ceremony.

In Australia, the advertisement will be seen as a 30 second execution and will screen nationally from 27 July across all networks.

Says Marc Pritchard, P&G global brand building officer: "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, including Australian swimmers Eamon Sullivan for Gillette and Emily Seebohm for Pantene. In addition, we're also honouring the people who helped them on their journey to London - their mums - through our Thank You Mum campaign."

The launch of "Kids" builds on the success of P&G's Thank You Mum campaign to date. The first installment, called "Best Job", along with a 'Raising an Olympian' documentary-style series, have already garnered 26 million views since P&G launched the Thank You Mum campaign in April.

Says Pritchard: "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."

W+K recruited award-winning director Daniel Kleinman, named Adweek's director of the decade in the "Best of the 2000s" feature, to create the spot. Kleinman's storytelling gives the viewer a unique perspective on the Olympic athletes through the eyes of their mums. 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 and TV.

P&G's Thank You Mum campaign is also coming to life with in-store promotions and Olympic Games-themed P&G branded products. In Woolworths from 18 July through to 15 August P&G will offer shoppers the chance to win one of 10 places in a training session with Eamon Sullivan when they purchase any P&G product. In selected pharmacies until 30 September, P&G will offer shoppers the chance to win $2,000 towards sporting equipment for their children when they purchase any P&G product.

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 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. People can share their own Thank You Mum message here.   

6 Comments

Al Fatihah said:

Fantastic. Just fantastic! I love the thought that to moms, they are still kids.

ToraBora said:

And Al Fatihah, I love that you have the enthusiasm of a 6 year old....just love it...please continue to infect this place with your positive spirit.

Between the two... said:

...the "Best Job" spot is much better (and a nice bit of editing, too), because the "Kids" one is relying too much on the very overdone "kids-where-you-expect-to-see-adults" technique. The app is very sweet, though.

WeLovePositveSpirit said:

I agree! I also love the thought because it is based on a very real insight from moms. The execution is heart-warming. In my humble opinion, this is solid real work and should be given something at the award shows if they care to send it in the first place.

Real work. Real great. said:

Such quality thinking and sublime crafting deserve our emulation and respect.
This is what we should all aspire to in our work.
Thanks to W&K and P&G for showing the way.
I was already many had lost the plot.

Medulla Payne-Oblangata said:

"Best Job" is a nice spot and well edited too. But if I use my heart instead of my head, I'd choose "Kids" even though the technique is a little overdone. Its insight rings true for every mom everywhere. To us, our kids are still kids no matter how they've grown. The other one, "The hardest job is the best job" is well...probably conceived by a man (not that it's bad, mind you).

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