Thank You, Mom

 

Proctor & Gamble took a different advertising approach for the 2014 Olympics. Rather than focusing on the athlete's current accomplishments, P&G focused on the journey it took to get them there. The company realizes that these athletes have a team of support guiding them to victory and that they should be recognized too. This commercial sticks out amongst the others because of the incredible copy. The words are powerful and moving, especially when speaking about the Paralympics.

The visuals and copy flow so beautifully together. The commercial starts by showing both the physical and emotional challenges children young and old experience, but always with mom by their side. The words speak about how easy it would be for mothers to protect their children, but they did something much better- they believed in them. "You gave me freedom, because you were strong. And now, so am I." P&G showed the impact just a few carefully selected words can have.

And if you aren't already fighting back tears, P&G finished off with perfection. A white screen that reads, "The world's toughest moms, raise the world's toughest kids." Kudos, Proctor & Gamble, this was an incredible commercial from beginning to end.