Procter & Gamble launches Australia+NZ version of global ‘Kids’ campaign for London 2012 Olympic Games via Wieden + Kennedy Portland
UPDATED WITH AUSTRALIAN + NZ VERSION – Procter & 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.
“Kids” was launched simultaneously around the world 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.
3 Comments
Best job was excellent. This is the most hackneyed idea in the book – replace adults in a scenario with kids. Goes to show that anyone can get it very right, or very wrong.
I felt the opposite – this one nailed me far more than the other one.
Replace the kids with chimps and it would have been a great ad for PG Tips
Much more fun than P&G