I love the Olympics. I love the competition, the patriotism, and most of all, the commercials. I haven’t seen many Olympics-themed ads yet this year, but I stumbled upon this Proctor & Gamble commercial when looking at AdWeek’s Top 5 Commercials of the Week. This ad, entitled “Pick Them Back Up,” shows moms and their children as they grow from stumbling babies to powerful Olympians.
Why is this ad so great? First of all, there aren’t too many mom-haters in the world. This commercial made me tear up because I, like many viewers, have a mom who picks me back up. When I was a child, my mom put bandaids on my boo-boos and comforted me when I fell. Although I’m not (and unfortunately never will be) an Olympic athlete, my mom sat on the front row of my dance performances and cheered me on just as Gabby Douglas’ mom did when she won the gold medal in 2012. In other words, a lot of people will be touched by P&G’s celebration of moms.
Secondly, this ad does a great job of targeting a specific audience. People want to support businesses and brands that support them. P&G appreciates moms so much because they’re often the ones buying their products. The research team behind this campaign most likely discovered that adult women with children buy P&G products more than any other demographic. P&G probably does want to thank moms with these ads, but P&G mostly just wants moms to keep buying Tide and Bounty.
I also want to point out P&G’s use of the hashtag #BecauseOfMom. In this ad, Proctor & Gamble managed to come up with a way to keep the conversation going. If you look at the hashtag on Twitter, it’s become relatively popular. P&G also has a twitter account called @ThankYouMom to further support the campaign. In this day and age, this type of multi-platform campaign can be vital to a brand’s success.
P&G made a valiant effort, but I’m still waiting for something as good as Visa’s 2008 Go World campaign. If you’re bored, check out my favorite from the campaign.
Why is this ad so great? First of all, there aren’t too many mom-haters in the world. This commercial made me tear up because I, like many viewers, have a mom who picks me back up. When I was a child, my mom put bandaids on my boo-boos and comforted me when I fell. Although I’m not (and unfortunately never will be) an Olympic athlete, my mom sat on the front row of my dance performances and cheered me on just as Gabby Douglas’ mom did when she won the gold medal in 2012. In other words, a lot of people will be touched by P&G’s celebration of moms.
Secondly, this ad does a great job of targeting a specific audience. People want to support businesses and brands that support them. P&G appreciates moms so much because they’re often the ones buying their products. The research team behind this campaign most likely discovered that adult women with children buy P&G products more than any other demographic. P&G probably does want to thank moms with these ads, but P&G mostly just wants moms to keep buying Tide and Bounty.
I also want to point out P&G’s use of the hashtag #BecauseOfMom. In this ad, Proctor & Gamble managed to come up with a way to keep the conversation going. If you look at the hashtag on Twitter, it’s become relatively popular. P&G also has a twitter account called @ThankYouMom to further support the campaign. In this day and age, this type of multi-platform campaign can be vital to a brand’s success.
P&G made a valiant effort, but I’m still waiting for something as good as Visa’s 2008 Go World campaign. If you’re bored, check out my favorite from the campaign.