What better way to start off the year than with some positivity, and it appears Procter and Gamble (P&G) couldn’t agree more. Just a couple of days ago P&G posted a lovely tribute to not only the Olympians of the upcoming 2014 Sochi Winter Olympic Games, but just as important, the mothers who raised them. The two minute video, focuses on four athletes: an ice skater, snow boarder, hockey player, and a skier. The video begins with them first learning to walk, concluding with them all perfecting their craft, making the mother who “picked them back up,” every time they fell, very proud. The video reminds you that falling “only makes us stronger.” It is without a doubt very warm and inspiring. The video ends with P&G saying they are “proud sponsors of moms.” I must warn you, it will pull at your emotions, but in a good way.
What this ad reveals is that it’s not always the sexiest or the raciest ads that have the ability to go viral. Sometimes it’s the quiet spots that gently tug at your heartstrings and remind us of the relationships that matter most in our lives that are most impactful. During a time when so much of TV advertising relies on the same old mix of women in skimpy attire, sexual innuendo, and dark or crude humor, this ad provides a refreshing contrast. Recent research from Walmart shows “an 18% improvement is shown in performance of an ad when the context is positive.” P&G clearly gets it. Yes, it is possible to be a family-focused company and still be successful; which is why P&G has continued to have great success for over a century and is ranked as one of the “World’s Most Admired Companies,” by Fortune magazine. The video has already been viewed by over two million people on YouTube, and is set to premiere at the Golden Globes January 12th.
Way to go Procter and Gamble, we salute you!