P&G Raises the Stakes in Its Latest, Darkly Brilliant ‘Thank You Mom’ Masterpiece.
It’s Mothers Day & we’re exactly 90 days out from the opening of the 2016 Olympic Games in Rio. To mark both occasions, Procter & Gamble has brought back its “Thank you, mom” campaign for another round. And this time, the marketer has both broadened the scope of why it’s celebrating moms and zeroed in on a particular attribute—their strength.
The new ad shows the journey of four athletes growing up, working hard at their respective sports and eventually making it to the Olympics. One of the reasons for their success? Their mothers’ encouragement.
The two-minute clip shows the moms protecting and encouraging their young children, interspersed with present-day scenes of the athletes performing on an international stage. One mother reassures her frightened son after a bit of plane turbulence, while another reminds her frustrated teen to stick with his passion for sports.
“This campaign began with the insight that behind every athlete is an amazing mom,” P&G Global Brand Officer Marc Pritchard said in a statement. “We see how strong moms are in every facet of their lives, and how their children draw on that strength as they grow. Through our campaign, we invite everyone to join us in saying ‘Thank You’ to moms for the role they play in raising strong children.”
As follow-ups to famous campaigns go, it doesn’t get much stronger than this.