Thursday, January 16, 2014

P&G tributing moms with new Sochi ad

I recently stumbled upon a wonderful new ad by consumer goods multinational Procter & Gamble.

The tears-inducing ad shows dedicated moms supporting their young athletes. They are there for the tough practices, the disappointments, the trying times, and, of course, the Winter Olympics.

Celebrating moms is nothing new to P&G. Running up to the 2012 Olympics, the multinational launched the social Thank You, Mom campaign, thanking moms worlwide for their massive roles the athletic journeys of their kids. The Best Job short film, the sentimental heart of the campaign, anchored several online, social media, TV, and print ads, as well as branded products, a youth sports charity program, and an app which allowed people to thank their moms.

What's not to like about this? By linking a positive emotion to the P&G brand, and establishing a connection with consumers, the campaign has become product-trandescending and long term. 

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