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Clever Creative: Mother’s Day Came Early in PyeongChang

Proctor & Gamble showcases the journey of Olympic athletes through the eyes of their loving mothers.

Clever Creative: Mother’s Day Came Early in PyeongChang

Posted Tuesday February 20th, 2018 in Creativity + Art.

As the 2018 Winter Olympic Games come to an end and we celebrate the hard work and success of our athletes, Proctor & Gamble celebrates mothers across the world. Since 2010, P&G has captured our attention with heartwarming Olympic commercials that showcase the support system behind our athletes on their road to victory. This winter’s “Thank You, Mom” spot as part of their #LoveOverBias campaign by Wieden + Kennedy is certainly no exception and stands out among other Olympic advertisements by giving a special shout-out to all of our biggest fans: our moms.

Here is the spot:

A Fresh Perspective on the Road to Success

Every four years, the Winter Olympic Games serve as a massive marketing platform, causing several big-name companies to shell out millions of dollars to become worldwide partners of the games. P&G is no exception to this, however they are able to differentiate by identifying themselves as the “proud sponsor of moms.”

In a sea of inspirational ads, which artistically display the dedication and self-determination of Olympians, P&G shifts the perspective by telling their story from the more point of view of a mother. Set to the song, “Ooh Child” by Connie “MILCK” Lim, it captures the full scale of emotions experienced by both mothers and athletes from young childhood dreams and frustrations to winning an Olympic gold medal. It brings you along for the ride to see the supportive role a mother plays in her child’s journey, concluding with a powerful moment of pure happiness between a mother and her Olympian daughter, proving that the child’s success is the mother’s success as well.

Mothers Make the World Go Round

Through this advertisement, P&G is also able to touch on the underlying Olympic theme of unity and “building a better world through sport.” By showcasing similarities between athletes and their families around the world, it embodies the notion that behind many great Olympians is the unbiased love of their mother who supports them from birth to the finish line and beyond. P&G expands upon this uplifting campaign by sharing the real experiences of Olympic athletes through a series of interviews with them and their mothers on their website.

What do you think of this comprehensive campaign? Let us know in the comments on our social media pages!

If you’re looking for some clever creative of your own, feel free to contact us, and be on the lookout for next week’s instalment of Clever Creatives!

Written by Caroline Zimmer, during her Spring 2018 internship at GEM Advertising.


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