For teaching us that falling only makes us stronger. For giving us the encouragement to try again. Thank you, Mom. Learn more about P&G Thank You, Mom at http://www.facebook.com/ThankYouMom.
At its very roots, the Olympics were designed to unite the world. So, it only makes sense that in the present times the Olympics are a televised event that unites millions and millions of viewers. Proctor and Gamble chose to construct an Olympic-themed advertisement focusing on another element that unites all populations across the globe- mothers.
Every scene in this advertisement was beautifully executed- from the actors to the actual Olympians and their mothers. The instrumental piano music is on point and adds a great deal of inspiring emotion. Rather than the "Tough" themed P&G ad, this advertisement uses the actual sounds of the sport and the raw, candid sounds of the verbal and nonverbal dialogue between the mother and her child-turned-professional athlete which added a more authentic and intimate tone to the commercial.
P&G utilized a soft sell strategy in this advertisement to pull at the heart strings of its mother consumers (and maybe even their adult children who would now also be consumers) however, the soft sell of the advertisement does not stretch so far into digression and diversion because an abundance of P&G are presumably mothers.
All in all, P&G took advantage of the Olympic trend and mass exposure and in the end they created an extremely memorable AND genuine advertisement.
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