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P&G launches second global ad in ‘Thank You Mom’ campaign

Procter & Gamble has released the second ad in its global ‘Thank You Mom’ campaign, which focuses on Olympic athletes through the eyes of their moms.

‘Kids’ is the second ad in its global campaign for the London 2012 Olympic Games. It has initially launched online and will make its TV premiere during the Opening Ceremony. The ad will also run in print and via social media.

The ad, which was directed by Daniel Kleinman, depicts seven different Olympic events and features approximately 245 kids from across 16 countries. It was filmed in the US and the UK.

The ‘Kids’ ad follows on from other videos in P&G’s Olympic Games campaign including ‘Best Job’ and ‘Raising an Olympian’, which have had more than 26 million views since the campaign launched in April.

“We know from talking to moms of Olympians, that even though their children have grown into world-class athletes, they will always see them as little kids,” says P&G global brand building officer Marc Pritchard. “This insight serves as the inspiration behind our “Kids” spot, which we’re proud to unveil today, as the world is turning its attention to the athletes of London 2012.”

P&G launched its ‘Thank You Mom’ campaign in April as part of its sponsorship of the London 2012 Olympic Games. Other elements of the global campaign include Olympic-themed P&G branded products and support of local youth sports programmes through sales and donations from its leading brands Pampers, Tide, Gillette and Pantene.

As part of the campaign, P&G also launched the ‘Thank You Mom’ app which allows people to thank their moms by uploading personalised content via videos, images or text-based messages.

M&M Global spoke to Marc Pritchard about P&G’s $100m global sponsorship of the Olympics in the current issue of M&M Global. Check out the interview here.

Jenni Baker, London