Watch the Procter & Gamble’s “Best Job.” The two-minute spot—produced and created by Wieden & Kennedy, a Portland, Ore.-based agency, and director Alejandro González Iñárritu—was the cornerstone of the “Thank You, Mom” campaign. The ad promoted P&G’s Olympic sponsorship by celebrating the dedicated mothers who raise the athletes. It ran online, on TV, and in print, and recently won the Emmy for the best primetime commercial.
“This was a beautiful piece of work that really gave me a visceral reaction,” Rudduck says. “This spot was born of a truth and it was delivered in a wonderful way.”Gelner agrees. He says he’s been a fan of this campaign since it started because it beautifully acknowledges the world’s most thankless job: being a mom of an Olympic athlete.
“Long after the floor exercise is over, the applause dies down and everyone has gone home, moms are the ones there left to pick up the pieces and provide console and comfort,” Gelner adds. “While authentic and noble, in the wrong hands this could have been schmaltzy. Alejandro Gonzalez Inarritu handled it masterfully. The moments felt authentic and real, versus overly sentimental or ham fisted.”
Jez Frampton, Interbrand’s Global Chief Executive Officer, says P&G struck a deeply emotional chord with this campaign. “It not only successfully appealed to the mom demographic, but by depicting the small, intimate moments of raising a child striving for Olympic success, P&G also tapped the hearts of moms and many other consumers worldwide.”
For an event that, at its core, is about competition, this campaign evoked a sense of global unity and, as such, resonated with consumers all over the world, Frampton says.
“The campaign helped to humanize a seemingly larger-than-life and commercial event. As P&G has long stood for providing comfort, wellness, and the means necessary to thrive and succeed, the campaign was credibly tied into P&G’s distinct brand DNA.”
Credit : Forbes.com. write-up Jacquelyn Smith
Shared by http://www.stockimagebank.com. We will be sharing a series of “The Most Unforgettable ad campaigns of 2012”. Though these are not print ads, but the concept behind each of them was so wonderful and thought provoking that we were compelled to do so. We hope you enjoyed them as much as we did.