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P&G debuts ‘Pick Them Back Up’, sequel to award-winning ‘Best Job’ ad campaign

Wieden + Kennedy, which had produced the last year’s ‘Best Job’ commercial, has also produced the new TVC. In a salute to moms, P&G brands will give moms of Olympians from around the world the P&G Family Home and a trip to Sochi 2014 Olympic Winter Games

BestMediaInfo Bureau | Delhi | January 8, 2014

Click on the image to watch the TVC. Click on the image to watch the TVC.

Marking one month until the start of the Olympic Winter Games, Procter & Gamble, a Worldwide Olympic Partner and the company behind everyday brands like Tide, Gillette and Head & Shoulders, yesterday unveiled the short online film and new commercial, ‘Pick Them Back Up’. The film is a sequel to the company’s groundbreaking ‘Best Job’ film, which debuted at the London 2012 Olympic Games and garnered more than 19 million views.

The company further demonstrated its commitment to moms by announcing the P&G Family Home where P&G brands will support and serve all moms and families of Olympians in Sochi.

Wieden + Kennedy, which had produced last year's ‘Best Job’ commercial, has also created the new, beautiful commercial released as a sequel for the Sochi Winter Olympics. Last year's ‘Best Job’ ad won the Emmy for Best Primetime Commercial, as well as two Gold Lions and three Silver Lions at Cannes.

P&G presents ‘Pick Them Back Up’

Building on the momentum of the award winning short films ‘Best Job and ‘Kids’, P&G is introducing the latest installment in the Thank You Mom campaign, ‘Pick Them Back Up’. The new film:

  • Celebrates how moms are there to pick their kids back up and encourage them to try again
  • Depicts the stories of four moms of athletes from around the world
  • Shows their journey to achieve their dreams, and the important role moms play along the way

“All eyes are turning toward the athletes of Sochi 2014 as the official team rosters are being announced,” said Hatsunori Kiriyama, President, P&G Asia. “But brands like Pampers, Ariel and Tide don’t live at the finish line; they live in the everyday journey. We believe there is no more moving story than a mom helping her child achieve his or her goal, no matter the obstacles along the way. That’s why we’re taking this moment to celebrate the person who helped the athletes get there – their moms.”

Double Olympic champion and mother of German Olympian Felix Neureuther, Rosi Mittermaier, said, “When I saw the commercial for the first time, it immediately brought back memories of hitting the slopes with Felix and teaching him how to ski for the very first time. It is true that children 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.”

‘Pick Them Back Up’ will appear in short form as television commercials in more than 20 countries across the world. The film also features music created by the same world-renowned composer from ‘Best Job’, Ludovico Einaudi. Known for his emotive and effortlessly lyrical music, Einaudi’s new composition evokes the love, passion and commitment that moms have for their children.

‘Home Away from Home’ for Moms in Sochi

As part of P&G’s commitment to moms, brands such as Pantene, Gillette, Olay, Puffs and Fairy have come together to create the ‘P&G Family Home’ for Sochi 2014. The P&G Family Home:

  • Is a gift to moms of Olympians around the world
  • Supports and serves all athletes, moms and families
  • Creates a “home away from home” where families can spend time together in a relaxed and friendly environment

Located in the Sochi 2014 Olympic Park, the Family Home will be open from February 8 to23, offering moms and families all the comforts of home. Brands like Pantene, Covergirl and Gillette will be providing more than 1,000 beauty and grooming services, while Pampers will be offering changing services for families with young children.

“At P&G we feel that behind every athlete is an even more amazing mom,” said Hatsunori Kiriyama, President, P&G Asia. “Just as P&G brands are with moms every day, our brands support moms of Olympians in the P&G Family Home with the everyday services that make an extraordinary difference when a family is far from home.”

P&G’s commitment to moms extends beyond the Family Home. The company is also sending moms of Olympians from more than 20 countries to Sochi 2014, giving moms who may not have otherwise had the opportunity, the chance to watch their children achieve their dreams of competing on the world’s stage.

“It means the world to me that brands like Pantene, Covergirl and Olay are taking care of my mom in the P&G Family Home and helping her experience the comforts of home while she’s in Sochi,” said Tessa Virtue, Canadian Olympic Gold Medalist, Figure Skating. “Knowing that my mom will be there cheering me on allows me to fully focus on my competition without any distractions.”

P&G’s Thank You Mom campaign kicked off in October last year with the release of ‘Raising an Olympian’, a video series showcasing the journey of 28 world-class athletes, as seen through the eyes of their moms. The campaign is also coming to life through a variety of media channels and in-store where two million retailers are featuring Olympic Winter Games-themed P&G products, as well as branded end caps and displays.

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