Wieden + Kennedy is excited to announce the launch of the Procter & Gamble "Thank you, Mom" campaign for the London 2012 Olympic Games.
This campaign has been a labour of love for over two years – led by WK Portland, and supported others across the W+K network.
Procter & Gamble may not be in the business of athletic equipment, sport drinks or athletic wear, but they are in the business of helping mum and they are the 'Proud Sponsor of Moms'.
So at the London 2012 Olympic Games, P&G will thank mothers everywhere—not just the mothers of Olympians, but every mum who does whatever it takes to help make her kids' life the best it can be.
The cornerstone piece of this initiative is the global launch of the "Best Job" two-minute film.
The spot celebrates the work all mums do to help their children succeed by following the journey of four mothers raising future Olympians. The ad shows the hard work that mums do to raise their children—a lifetime of chauffeuring their children about, washing their clothes, providing meals on the run and supporting them at practices and competitions—all to see their children succeed. The hardest job in the world, is the best job in the world.
To shoot the ad, we recruited director Alejandro González Iñárritu (Babel, Biutiful, 21 Grams), who is known for his ability to tell genuine stories through careful attention to detail. The commercial was shot on four continents and features local actors and athletes from each location—London, Rio de Janeiro, Los Angeles and Beijing.
We’ve also given people a way to thank their mum publicly using the "Thank you, Mom" Maker. This tool will span three platforms and allows users to use video, images, or text to show their mum some appreciation. The stories will be aggregated and shared out in galleries across Facebook, YouTube, and P&G.com as a living conversation centered around thanking mums. You can send a thank you to your mum now using the Facebook version.
Watch the spot. Like the FB page. Create a thankyou. And pick up the phone and call your mum today.