P&G targets mums with Olympics campaign

Procter & Gamble is launching an integrated Olympic-themed ad campaign featuring three of Australia’s hopefuls and their mums.

The ‘What it takes to raise an Olympic hopeful’ campaign will feature champion swimmers Eamon Sullivan, Emily Seebohm and Sophie Edington and their mothers.

The ads and PR campaign, created by US agency Wieden + Kennedy, will take a look at the lengths mums go to nurturing Olympic hopefuls.

The campaign analyses how many early starts they have, how many hundreds of thousands of miles they travel and how many supermarket shops they carry out, all in the name of helping the young athletes realise their dreams.

The campaign, using P&G products such as Pantene, Ariel and Vicks, will launch in a few months.


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