P&G advertising

“The hardest job in the world is the best job in the world,” was the sole message from Proctor and Gamble’s 2012 Olympic commercial. Their “Thank you, Mom” campaign was their way of voicing their appreciation for moms all over the world. The commercial is a beautiful testament to moms around the world who have helped their children through the grueling daily grind toward becoming an Olympic athlete. It follows the lives of various athletes as they grow up, paying special attention to the efforts their mothers put forth in helping them reach their goals. The efforts displayed were refreshingly relatable- house chores, schlepping, cheering at the sidelines, pep talks- things that most parents of athletes, olympic or not, do on a daily basis. By the end of the ad, each kid has gotten older and made it to the Olympics. Upon victory, his or her first reaction is to thank Mom, often in tears. One mom was watching from home, the implied message being that she couldn’t afford to make the trip. Nevertheless the champion looks towards the tv, making a gesture that was clearly intended for their mother. P&G effectively communicates their “Thank You Mom” message by evoking a strong emotional response from the audience, and the genius of this commercial is that rather than solely highlighting the Olympian, it also salutes the people who helped the Olympian get there. It's each athlete's support system — in particular, Mom — that's portrayed as the hero. At a time when television screens are inundated with spots showing athletes doing their thing and glorifying their brands' roles in making that possible; when every advertiser is a "proud sponsor of the 2012 Olympics"; P&G's ad campaign is doing something completely different -- connecting with its target audience, by being a “proud sponsor of moms”.

P&G's Olympics advertising isn't really about the Olympics. It's about their audience, the mothers of the world who raise and take care of their kids with love and hard work