Once again Proctor & Gamble thanks moms by with a heartwarming 2014 Winter Olympics spot.
Their newest spot, “Pick Them Back Up” glows with winter warmth while recounting the youthful lessons of four athletes as they develop. More importantly, it displays the mothers who supported them throughout the way.
Conceived by the minds at Wieden+Kennedy, the sport includes little details often glossed over in advertisements. Think heavy diapers, crying toddlers, and even broken limbs. Proctor & Gamble are very clear: They get it. In addition, by getting it, they get what moms need.
the images’ message further, Proctor & Gamble are courtside to mothers. Kitchen sink realism stops there though. The narrative is about Olympians, after all, and the excellent soundtrack plays up the fantastical ala Chariots of Fire.
The overwhelming conclusion of these two intersecting themes is interesting: Motherhood is an Olympian endeavor. In fact, Proctor & Gamble implies they are privy to Mom’s upsets just as Mom is privy to her child’s or children’s. In addition, just like Mom, they provide the solutions. Right down to the commercial’s title, everything resonates more through such equivalency.
Does the message lambast us with said observation? Nope, and the video triumphs because said conclusions do not just hit us in the heart, but the head. Proctor & Gamble are not just displaying customer respect: They are respecting customer intelligence.
Do not just take my word though. Try the 7.5 million + YouTubers who have checked it out, no doubt sating their anticipation for the Winter Olympics’ upcoming drama and of course, commercial breaks.