P&G launches Olympics ad paying tribute to children and mums (not moms)

P&G has launched the second in its series of Olympics-themed ads, this time paying tribute to children as well as mothers.

Update: A localised version of the ad, with the word ‘Moms’ changed to ‘Mums’ and Australian P&G brands featured, will run as a 30-second spot, screening nationally in Australia from 27 July.

Localisation was by Saatchi & Saatchi Sydney.

The man behind the camera for this spot is British director Danny Kleinman, famed for spots for Guinness, Levi’s and Johnnie Walker.

The localised version for Australian audiences:

The ad comes some weeks after the launch of ‘Thank you mum’, an ad that dofts its cap to mothers directed by Babel and Amores Perros director Alejandro González Iñárritu.


  1. Ash Tag
    12 Jul 12
    10:46 am

  2. Any Australians here grow up calling their Mum by ‘Mom’?

  3. Rob
    12 Jul 12
    11:02 am

  4. Are you sure they aren’t localising it? Surely they’re not running that version: US voice, US products (Tide) and “Mom”.. Beautifully shot, I quite like it but it would be wasted on me with “Mom” on the end…

  5. Surin
    12 Jul 12
    11:31 am

  6. They usually revoice all their regional or global TVC’s, you’d hope so Rob it would ruin it here otherwise I agree.

  7. Derek
    12 Jul 12
    12:54 pm

  8. Lame soundtrack and if they run the US spelling and voice over here it will move it from lame to offensive.

  9. Joey
    12 Jul 12
    1:08 pm

  10. While it is disappointing that we now have “mom” in a TVC, it doesn’t surprise me. Americanisms have been slowly creeping into our lexicon for decades.

  11. Adrienne
    12 Jul 12
    1:19 pm

  12. Wow. Such a gorgeous ad, and all the above posters can comment on is the ‘Mom vs Mum’ spelling? Grow up. Pun intended.

  13. Rob R
    12 Jul 12
    1:54 pm

  14. Adrienne, this site is about advertising. Rule 1 of advertising is know your market. Rule 2 is respect the punter. That one word breaks both, as does the other 2 things I mentioned earlier to a lesser degree.

  15. Dabug
    12 Jul 12
    2:32 pm

  16. I don’t get P&Gs branding strategy. People don’t buy P&G. They buy the brands on the supermarket shelf. By promoting P&G, doesn’t this reduce the ‘special-ness’ and identity of the trusted individual retail brands by making them part of a more generic corporate? AKA brand stretch.

    And what if people like one of the P&G brands but hate another? Surely that has to have a negative impact on their loved brand?

  17. Tim
    12 Jul 12
    3:01 pm

  18. If a brand wants to signal that it knows, understands and cares about an audience, it doesn’t flout its language. Using “mom” just signals that it just sees Australia as another market, undifferentiated from others. That’s probably not how an Australian audience wants to think of itself.

  19. A Mom
    12 Jul 12
    3:32 pm

  20. Well I’m a mom and I get teary every time I see this ad. Sent it to my mom and all my friends who are mom’s both here and overseas and they had the same response to it. It’s awesome. And by the way, it’s not just the American’s who call their mothers ‘mom’ – there are plenty of ex-pats from Africa and Europe here who also use ‘mom’.

  21. Richard Moss
    12 Jul 12
    3:38 pm

  22. @ Dabug
    Perhaps you are not looking beyond the hypothetical edge of frame.

    I have cringed many times and over the many years, as mates became buddies and biscuits became cookies, as mince became ground beef and football acquired rookies. Soon there will be no chemists shops , as rural commercials advertise “Drug Stores.”

    A ceremony became a “cera-moany” and the dictionary became a “dikshn-airy” Increasingly one hears “Labrat-ory” and “Toh-mate- o”.

    A young Italian/Australian woman running her family’s fruit shop, asked if I needed ban-an-as which is neither Australian nor Italian, but pure unadulterated US American.

    Hey guys…. Like, I could care less………Go figure.

  23. Rob
    12 Jul 12
    4:16 pm

  24. A Mom: Hmmm, should I take the bait? Am I not reading between the lines and your post is in fact a wind up? Who cares I’ve got 10 minutes spare:
    It’s a good ad until the end board I stated that in my first post and I’m glad you like being a Mom. I’m equally glad to learn more of the vernacular of ex pat Africans & Europeans and glad for them that P & G making sure they get the correct messaging down here in Oz.
    Point still stands, the use of Mom in this market waters down the whole ad, it’s the last thing you remember. We like to think we’re important and understood. “Mom” makes us feel neither and that it’s a big overseas brand that don’t even give a sh1t about us enough to check what the right term is when referring to our beloved Mothers…