Procter & Gamble (P&G) dropped its hero Winter Olympic spot on 4 February, as Beijing 2022 got underway, to spearhead an integrated global activation programme that works hard to keep host nation China as low profile as possible.
Trying to simultaneously leverage its IOC and IPC global partnerships and support Team USA whilst avoiding being seen to endorse host nation China’s human rights violations and media censorship, the creative noticeable avoids directly mentioning Beijing.
The brand campaign, which runs under P&G’s ‘Do Good Every Day’ umbrella platform, was developed in harness with agency Wieden+Kennedy includes themes of support, strength, confidence and perseverance and focuses on the role families play on an athlete’s journey to the Olympics/Paralympics Games and on how athletes contribute to their communities.
The hero spot stars American snowboarder Chloe Kim: who, at just 17, became the youngest woman to win an Olympic snowboarding gold medal in the women’s Snowboard Halfpipe at the 2018 Games in South Korea. The film explores Kim’s relationship with her dad Jong Jin and blends action footage with old family home movies showing her father’s support and how he instilled confidence and belief into his daughter.
The story champions the enduring impact of a parent’s presence in their kids’ lives and the spot closes with the tagline: “Because you’re always there. I am here.”
As well as the lead spot, the activation is hubbed around a bespoke microsite which includes an Olympic quiz, a section on ‘Athletes For Good Fund’ recipients share their passion for doing good, plus pages which shine a spotlight on the work Team P&G athletes do in their communities and share stories on what inspires them to make a difference
P&G celebrates both athlete families and those athletes who serve their communities off the field of play through the ‘Athletes for Good’ program which was established in the lead up to Tokyo 2020 by P&G in harness with the IOC and the IPC. The aim of the initiative is to recognise the accomplishments and charitable work of Olympians, Paralympians, and ‘hopefuls’ and since its inception the program has awarded $900,000 of grant funding to support the causes that its recipients champion.
From protecting the environment, to mentoring disadvantaged children, to advocating for disability rights, Athletes for Good recipients are role models making a difference in the lives of others both on and off the field of play.
Amongst the brand’s ‘Athlete For Good Fun’ recipients are: Brittney Arndt (Luge), Dan Cnossen (Para Biathlon and Para Cross-Country Skiing), Arlene Cohen (Para Snowboarding), Oksana Masters (Para Biathlon and Para Cross-Country Skiing), Chris Mazdzer (Luge), Kendall Coyne Schofield (Hockey) and Danelle Umstead (Para Alpine Skiing).
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As well as this somewhat low-key, US-led global campaign, P&G also activated in China itself with work that took a slightly comedic approach to promote its ‘Super Brand Day’ on Tmall with a short film of a primary school student dreaming of competing in the Winter Olympics. The pupil lives on the island of Hainan – where it never snows – but the boy discovers inventive ways to ski. Despite his efforts, he becomes discouraged so his teacher helps put together a mini Winter Olympics event on the beach. There are subtle product placements throughout the ad (including featuring P&G products like Crest toothpaste and Tide laundry detergent).
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