P&G’s Thank You Mom: leveraging brands in corporate sponsorship

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P&G’s Thank You Mom effort is being talked about in ad blogs and trade media. The agency (W+K, London) and the client deserve kudos for brilliantly interpreting the sponsorship of Team USA into a campaign celebrating the effort mom’s put in behind the athletes. In the theme spot, all the brands that appeal to moms from the P&G stable get a mention in the last frame. One would probably see it as a corporate spot for P&G.

In the follow up, the individual brands have been beautifully integrated into the theme.

Rest of the ads here.

What I liked was the seamless from the product or category benefit to the overall theme of thanking moms. It is carried forward even in the online ads as seen here, here and here. Nice work.

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