Procter & Gamble
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This document summarizes Procter & Gamble's "Thank You, Mom" advertising campaign for the 2012 London Olympics. The campaign's highlight was a commercial called "Best Job" that showed mothers' roles in supporting Olympic athletes. It aimed to thank mothers for their hard work and celebrate their impact. P&G also launched a Facebook page and mobile app for fans to share gratitude and support the company's youth sports funding initiative. The "Best Job" commercial won an Emmy award, highlighting the success of P&G's largest brand campaign honoring motherhood.
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Procter & Gamble
- 1. BEST JOB (P & G) PROCTER & GAMBLE http://www.youtube.com/watch?v=2V- 20Qe4M8Y BEST JOB A commercial for Procter & Gamble. An Emmy Award winner as the best spot of the 2012. Agency: Wieden + Kennedy Director: Alejandro Gonz叩lez I単叩rritu.
- 3. THE CONSEPT The spot opens with a series of moms around the world waking their kids at the crack of dawn, making them breakfast, driving them to practice, watching their uniforms, washing their dishes, making their beds, attending all their practices, tending to their injuries and then finally, tearfully, watching their Olympic performances. The spot ends with the beautiful line: The hardest job in the world is the best job in the world.
- 4. WHAT ABOUT THE SOUNDTRACK? This is the song used in the P&G best job, thank you mom commercial for the 2012 London Olympic Games: http://www.youtube.com/watch?v=9qvglWAHDak It is called Divenire. By Ludovico Einaudi.
- 5. THANK YOU MOM CAMPAIGN Procter & Gambles Thank You, Mom campaign in the United States is part of the largest multi-brand commercial initiative in the Companys history. The heart of the campaign is a belief that behind every amazing Olympic and Paralympic athlete is an equally amazing mom. P&G thanks those moms, as well as all moms in the U.S., for the great work they do in raising healthy, happy kids.
- 6. The Thank You, Mom campaign honors moms, celebrates the London 2012 Olympic and Paralympic Games, and leverages the Companys broad portfolio of leading brands to drive extensive retail displays and volume.
- 7. KIDS 2012 Heres P&Gs latest London 2012 Olympic Games commercial, Kids 2012: https://www.youtube.com/watch?feature=player_embedded &v=zRaQRbAxXaA We see them as world-record breakers, buzzer beaters and the embodiment of grace under pressure, but to their moms, Olympians will always be kids. In this Procter & Gamble commercial, we see the world through the eyes of the moms of London 2012 Olympians.
- 8. THANK YOU MOM - THE ROLE OF MOMS Being a mom is the hardest job in the world. But it's also the best. This Procter & Gamble commercial honors everything that all moms do to help their children succeed by showcasing the amazing moms behind Olympic athletes at the London 2012 Olympic Games. The hardest job in the world is truly the best job in the world.
- 9. Moms carry us for nine months and then keep on carrying us. Through countless sacrifices they are loving nurturers and selfless providers and motivators as well as chauffeurs and doers of laundry and dishes. Procter & Gambles campaign celebrates the role of moms all over the world.
- 10. THANK YOU MOM APP. ON FACEBOOK. To make it easy for people to join in the P&G Thank You Mom campaign, P&G also launched the Thank You Mom app that allowed people to thank their own moms for their hard work and sacrifice by uploading personalized content in the form of a video, still image with caption or text-based message. Users were then able to encourage friends and family to do the same, spreading the word to thank and celebrate moms. To share your own Thank You Mom message, please visit the Thank You Mom app.
- 11. WHATS THE DEFINITION OF THANK YOU? Thank you is defined as an expression of gratitude used to show appreciation for something. It is used for telling someone that you are grateful for something that they have said or done. Thank you for (doing) something: Thank you for supporting me. Thank you: the usual expression of appreciation in use today.
- 12. HERE ARE SOME PHOTOS BY P&G!
- 14. P&G/ TEAM USA YOUTH SPORTS FUND P&G sponsored 28 U.S. Olympic and Paralympic athletes, as well as lanched the P&G/Team USA Youth Sports Fund. The P&G/Team USA Youth Sports Fund provides young people with greater access to sports in order to help develop the next generation of athletes and spread the Olympic Games values of excellence, friendship and respect. It is part of the of the companys global effort to support youth sports.
- 15. When I was a kid, I had so much fun playing all different sports, such as soccer and surfing, said Ryan Lochte, Gillette brand athlete and six-time Olympic medalist in swimming. Having the opportunity to try diverse activities gave me the confidence I needed to achieve my dreams later on in life, especially at the Olympic Games. Thats why P&Gs support of the P&G|Team USA Youth Sports Fund is so important.
- 16. THANK YOU MOM FACEBOOK PAGE P&G utilized Facebook to engage consumers in the Thank You, Mom campaign. Sponsored athletes encouraged others to visit the Companys Thank You, Mom Facebook page to share stories and show their support. Also, for every new like on the Facebook page, the Company donated one dollar to the P&G/Team USA Youth Sports Fund, up to $100,000.
- 17. P&GS BEST JOB WINS COMMERCIAL EMMY P&Gs Best Job commercial, the cornerstone of the Thank You Mom campaign, won the best primetime commercial Emmy during the Creative Arts Emmy Award ceremony held at the NokiaTheatre in Las Angeles (2012).