• Grabbing Consumers, One Positive Advertisement at a Time

    by  • January 8, 2014 • Advertiser Accountability • 5 Comments

    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!

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    About

    LaQuita Marshall is the PTC’s Advertiser Accountability Coordinator.

    5 Responses to Grabbing Consumers, One Positive Advertisement at a Time

    1. Ardith
      January 9, 2014 at 6:42 pm

      A fabulous commercial showing what persistence and determination in little ways over a long time can accomplish and what the love and encouragement of a mother can bring forth in a child.
      P&G, a company where my husband and I met years ago, continues to stand for values and integrity. It has done
      itself proud with this one! And, the product recognition at the end is good too. Hope the sales excel from this.

    2. Dorothy McNally
      January 9, 2014 at 8:36 pm

      Congratulations on an article (ad) that is so family oriented and clean. Thanks

    3. john materazzo
      January 9, 2014 at 8:43 pm

      Prouder than ever to be invested in PG.

    4. Corrine Glass
      January 9, 2014 at 10:05 pm

      What a lovely, inspiring tribute to the parents of athletes and the athletes themselves.

    5. Susan Brandt
      January 10, 2014 at 8:15 am

      The video was nice but it made me wonder if when those kids were that young, strapping on skis or skates, etc. was it their idea or a dream of moms’ that just evolved?

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