Procter & Gamble has been preparing for the Sochi Winter Olympics with a specially designed global interpretation of the “Thank You, Mom” advertising campaign. Recognising that many of P&G’s products are traditionally associated with parenting, P&G continues to champion the role of mothers in the nurturing and coaching of young Olympians. The latest instalment includes a series of “Raising an Olympian” mini-documentaries, and “Pick Them Back Up”, an anthem commercial reminding us that success is achieved through learning to persevere through hardship and failure. Four athletes from across the world are shown growing up through childhood and heading to the Sochi Olympics with the support of their mothers. The campaign is centred on social media sites facebook.com/ThankYouMom, youtube.com/user/ProcterGamble and @ThankYouMom.
“I could see myself – and my mom – in the new P&G piece,” said Lindsey Vonn, US Olympic Gold Medalist, Alpine Skiing. “As a child, and even with my recent injuries, my mom has always been there encouraging me to get back up when I fell. Her personal stories of resilience and her constant support make me want to pick myself up and keep going.”
“When I saw the commercial for the first time, it immediately brought back memories of Evan’s figure skating journey,” said Tanya Lysacek, mother of U.S. Olympic champion Evan Lysacek. “This film really captures what we’ve gone through with Evan. I always say that skating is a sport of failure and you have to fall many, many times before you can really make an element perfect. But that’s true for all children – they need to fall again and again in life, and our job as moms is to pick them back up, dust them off, and send them off to try again!”
Two 30 second commercials, “Snowboarding” and “Ice Skating”, present the Pick Them Back Up campaign in shorter forms.
Raising an Olympian
Over three months P&G has released a series of three minute mini-documentaries covering the stories of 28 Olympic hopefuls and their mothers. Athletes featured on the P&G YouTube channel are from the Olympic and Paralympic teams of USA, Canada, Poland, South Korea, Gemany, Austria, Romania, UK, Belgium, The Netherlands, Switzerland, France and Russia. Click on the links below to see the videos.
British skeleton bobsledder, Shelley Rudman and her mother Josie Rudman
U.S. Paralympic snowboarder Amy Purdy and her mother Sheri.
U.S. freeskier Nick Goepper and his mother Linda
U.S. figure skating couple Meryl Davis and Charlie White and their mothers Cheryl and Jacqui.
U.S. alpine skiier Ted Ligety and his mother Cyndi Sharp.
South Korean speed skater Mo Tae-bum and his mother Youn Haw Jeong.
U.S. skiier Mikaela Shiffrin and her mother Eileen.
Russian ice dancer Elena Ilinykh and her mother Lilia Ilinykh.
Canadian skeleton racer Jon Montgomery and his mother Joan Montgomery.
Swiss cross-country skier Dario Cologna and his mother Christine Cologna.
U.S. alpine ski racer Lindsey Vonn and her mother Lindy.
Canadian ice sledge hockey player Greg Westlake and his mother Deborah Westlake.
German alpine ski racer Felix Neureuther and his mother Rosi Mittermaier.
Canadian short track speed skaters Charles and Francois Hamelin and their mother Manon Goulet.
Canadian ice dancers Tessa Virtue and Scott Moir and their mothers Kate Virtue and Alma Moir.
Belgian snowboarder Seppe Smits and his mother Niek Ducro.
U.S. ice hockey player Julie Chu and her mother Miriam.
Austrian ski jumper Gregor Schlierenzauer and his mother Angelika.
U.S. Paralympic ice sledge hockey player Taylor Lipsett and his mother Cheryl.
Polish cross country skier Paulina Maciuszek and her mother Michaliny.
Romanian skeleton racer Marinela Mazilu and her mother Maria Mazilu
Dutch long track speed skater Sven Kramer and his mother Elli.
U.S. short track speed skater J.R. Celski and his mother Sue.
Russian ice dancer Ekaterina Bobrova and her mother Natalia.
French ski jumper and cross-country skier Jason Lamy-Chappuis and his mother Annette Lamy-Chappuis.
The P&G Pick Them Back Up campaign was developed at Wieden+Kennedy Portland by creative director/copywriter Kevin Jones, creative director/art director Ollie Watson, senior producer Erika Madison, strategic planner Dave Burg, executive creative directors Joe Staples and Susan Hoffman, head of production Ben Grylewicz, account team Eric Gabrielson and Jesse Johnson, working with P&G marketing director Janet Fletcher and Jodi Allen, P&G VP of North American Marketing and Brand Operations.
Editor/sound designer was Peter Wiedensmith via Joint Editorial with producer Ryan Shanholtzer, executive producer Patty Brebner and assistant editor Kristy Faris.
Visual effects were produced at A52 by executive producers Jennifer Sofio Hall and Megan Meloth, VFX supervisor/lead Flame artist Patrick Murphy, producer Kim Christensen, lead Flame artist Andy Bate, Flame artist Steve Wolff, Roto artists Cathy Shaw and Robert Shaw, CG supervisor Kirk Shintani, CG artists Erin Clark, Adam Carter and Joe Chiechi.
Sound was mixed at Eleven Sound by mixer Jeff Payne and producer Caroline O’Sullivan.
Music, “Primavera”, was composed by Ludovico Einaudi.