Procter & Gamble has launched a global campaign to say ‘thank you mum’ as the countdown to the London 2012 Olympic Games begins.
With 100 days until the games begin, the FMCG giant behind brands like Gillette, Pantene, Oral-B, Vicks, Fairy and Ambi Pur is running its first-ever dedicated corporate brand campaign in Australia.
The campaign celebrates mums, and particularly the mums of athletes by thanking them for doing “The best job in the world,” and is a part of P&G’s worldwide partnership with the International Olympic Committee.
The 30 and 60-second TVCs were created by the director of Babel, Amores Perros and 21 Grams, Alejandro González Iñárritu and will first air in Australia on Sunday.
The campaign in Australia will also include activations in shopping centres, which will ask people to upload a thank you message to their own mothers through image, video or text to be displayed on in-centre screens and then uploaded to the brand’s Facebook page.
Along with a large scale retailer campaign from April to August, the activity will include in-store promotions, online advertising, and social media engagement as well as sponsorship of particular Australian athlete’s mums Pam Sullivan, mother of swimmer Eamon Sullivan, and Karen Seebohm, mum of swimmer Emily Seebohm.
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.”
Wieden + Kennedy, Portland