Procter & Gamble (P&G) is running an integrated advertising campaign promoting the company’s “Proud Sponsors of Mums” approach to the 2012 London Olympics, continuing from the 2010 Vancouver Olympics launch. A television commercial, run globally with the strapline, “The hardest job is the best job”, features mothers from all over the world supporting competitors at every age, as they develop from child athletes to Olympians. It culminates in footage of Olympic athletes winning medals and their mums watching in the stands.
Click on the image below to play the video in YouTube (HD)
A series of eight short documentary style films, fronted by Dawn French, tells the stories eight athletes and their mums: Jessica Ennis, Victoria Pendleton, Paula Radcliffe, Sir Chris Hoy, Keri-anne Payne, Jeanette Kwakye, Liam Tancock and Ben Rushgrove.
Click on the image below to play the Raising an Olympian video in YouTube (HD)
The Best Job campaign was developed at Wieden+Kennedy, Portland, by creative directors Danielle Flagg and Karl Lieberman, copywriter Kevin Jones, art director Ollie Watson, senior agency producer Matt Hunnicutt, business affairs director Cindy Lewellen, executive creative directors Mark Fitzloff and Susan Hoffman, head of broadcast production Ben Grylewicz, senior agency producer Erika Madison.
Filming was shot by director Alejandro González Iñárritu via Anonymous Content with executive producers Dave Morrison, Eric Stern and Jeff Baron, head of production SueEllen Clair, line producer John Benet, director of photography Rodrigo Prieto, first assistant directors Peter Kohn and Javier Soto, production designer Jeremy Hindle, costume designer Jeremy Hindle, associate producer Chris Gallagher, production supervisor Natalie Jacobson.
Editor was Peter Wiedensmith at Joint Editorial with executive producer Patty Brebner, producer Shelli Jury, assistant editor Eric Hill.
Post production was done at The Mill, Los Angeles, by colorist Adam Scott, post producer LaRue Anderson, VFX executive producer Sue Troyan, post producer Enca Kaul, shoot supervisor Phil Crowe, Hitesh Patel and Tom Bussell, 2D lead artists Andy Bate and Phil Crowe, 3D lead artist Nick Lines, 2D artists Becky Porter and Daniel Lang, 3D artists Mike Panoy, Adam Carroll, James Brady, 2D assist Robert Murdoch and Remedy Jeannie Huynh, matte painters Gawain Liddiard and Andy Wheater, production coordinator Kiana Bicoy.
Music, “Divenire”, was composed by Ludovico Einaudi. Sound was designed at Joint Editorial by Peter Wiedensmith and Eric Hill, and mixed at Eleven Sound by mixer Jeff Payne, assistant mixers AJ Murillo and Ben Freer, and producer Caroline O’Sullivan.