P&G Olympics advertisements spotlight the facility of affection and honest play
The campaign will launch two commercials for heroes who are both dear to heart if they go under the covers of what it means to be a great athlete.
The spots continue P & G's longstanding message about the role parents, especially mothers, play in creating great sports stars. One deals with bullying in sports and the other shows moments of parental pride that are not always linked to just winning.
To accompany this, there are a number of documentary-style short films entitled Good Is Gold in which leading Olympic and Paralympic athletes talk about their career journeys and the athletic and personal obstacles they have encountered along the way.
The tone of the advertisements will be familiar to those who have followed the work of P&G, the sponsor of the Olympics, for the Games in recent years. The overall message is one of the most important factors in the family and home of the sport. This is different from the brands that are more focused on athletic skills, and advertising agency Wieden + Kennedy is still able to find the stories that get you going.
Credits:
Advertisement: Love leads to good
Agency: Wieden + Kennedy Portland
ECDs: Eric Baldwin, Jason Bagley
Creative Directors: Darcie Burrell, Azsa West
Creative: Nadia Ahmad, Derek Szynal
Production company: smuggler
Directed by Miles Jay
Advertisement: Your goodness is your size
Agency: Wieden + Kennedy Portland
ECD: Eric Baldwin
Creative Directors: Kevin Jones, Patty Orlando
Creative: Derrick Ho, Becca Wadlinger, Brock Kirby, Max Stinson
Production company: ways and means
Director: Natasha Braier