Procter & Gamble is celebrating children in its global ‘Thank You Mom’ campaign by Wieden + Kennedy, Portland with a new spot, which is the second commercial in the Olympics-themed promotion. The spot dubbed ‘Kids’ premiered on July 11 online and will air on TV during the Opening Ceremony on July 27. The 1 minute advert is pulling the emotional strings, focusing on the notion that to their moms, all Olympic athletes will be just kids.
In the ad, everything is seen through the eyes of mums: athletes, which are shaving, wearing a wedding ring, competing for medals during the games are shown as adults—they are little kids, just like their parents see them. The new ad, directed by celebrated director Daniel Kleinman, who was behind commercials of such brands as Smirnoff, Guinness and Levi’s, stars around 245 kids from 16 different countries—and moms, of course. The ‘Kids’ video follows two other hilarious wors, the ‘Best Job’ film and the ‘Raising an Olympian’ series, which highlight the hard work of bringing athletes up.
“The teams have all been chosen and, with just two weeks to go until the London 2012 Games, ten thousand athletes around the world are gearing up for the biggest competitions of their lives. The years of training and dedication will end in triumph for the best of the best,” shared Marc Pritchard, P&G global brand building officer. “We know from talking to mums of Olympians, that even though their children have grown into world-class athletes, they will always see them as little kids. This insight serves as the inspiration behind our ‘Kids’ spot, which we’re proud to unveil today, as the world is turning its attention to the athletes of London 2012.”