I can’t tell you how excited I was when I found out that P&G had created a Sochi Winter Olympics version of their “Thank you, Mom” campaign. If you’ve never seen the 2012 London Summer Olympics version, “The Best Job,” please do yourself a favor and immediately click here. [Disclaimer: Must have box of tissues within reach.]
The Sochi Winter Olympics version, “Pick Them Back Up,” already had 3.3 million views on the P&G YouTube page before its primetime debut during the Golden Globes in early January. Currently it has been viewed upward of 12 million times — and if you don’t believe me, go see for yourself!
What better way to promote a brand than during the most triumphant athletic competition worldwide? And instead of advertising their tangible products — Tide, Pamper and Duracell to name a few — they entrance viewers with the emotional story of mother-and-child on the journey to becoming an Olympic athlete. This journey may not be relatable to all, but it certainly mirrors the mental and physical challenges a child — Olympian or not — must overcome to one-day reach his or her dreams.
Although these ads don’t prompt us to run to the store to stock up on Duracell batteries, they do have an equally favorable outcome. In this case, P&G is attempting to sell an emotional bond to their company by evoking heart-warming reactions out of their viewers. And assuming this bond remains loyal, they have sold their entire company and all the products it represents in one solid campaign.
In the words of P&G: “For teaching us that falling only makes us stronger. Thank you, Mom.”
Translation: “For teaching us that inspiring commercials equal increased product sales. Thank you, P&G.
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