I caught some of the winter Olympics this year, with amazing athletes, a luge tragedy, and one commercial that really struck me. I love the Proctor and Gamble “To Their Moms, They’ll Always Be Kids” commercial!
I think this commercial completely holds true to their brand identity. They’ve positioned themselves as a company that is present in your everyday life, with products that you’ll use for a lifetime. Remember when I talked about making your product a habit, and ensuring that it is passed through the generations? Proctor and Gamble achieves and exemplefies this thought in the commercial. When they cut to the Mom’s face and then flash several of their well-known brands, they remind us that Olympians or not, everyone needs and uses P & G products.
In addition to being spot-on in the brand identity department, this commercial does “emotional” the right way. Even my parents say that no matter how old I am, I’ll always be their little girl. This commercial continues the sentiment that no matter how high you fly as an athlete, you’ll always be your parents’ baby. And, for this reason, parents always want to give their kids the best. How do they do it? By giving them P & G products! This commercial tells you that P & G wants to help you help your kids be their best, and what better way than to feature Olympians? On another “emotional” note, who can’t appreciate a bunch of cute, aspiring kids? 🙂
Finally, I love the subtlety in this commercial. They don’t mention a specific product or brand until the last 5-10 seconds of the commercial. I don’t feel “sold” or “advertised” to, and I don’t have the desire to change the channel, because I’m interested in finding out who made this wonderful commercial. Just like their products, they don’t have to be invasive and in-your-face trying to get you to buy. After they connect with you by showing a proud and loyal moment, they gently remind you that this connection includes many different products from P & G, and that just as their Moms were there, P & G will be there.
I’m not generally one to enjoy commercials, but I applaud this one from Proctor and Gamble. I think they made a brilliant use of their time and sponsorship of the Vancouver 2010 Olympics. Congrats to the athletes too 🙂