‘Pick them Back Up’ sees IOC TOP partner P&G update its ongoing Proud Sponsors of Mums initiative (launched for London 2012) for the Sochi 2014 Winter Olympics via another blockbuster emotional TV spot which has already racked up almost 13 million YouTube views.
The new global spot continues in the same theme and creative approach as the London commercial – simply tweaked for snow and ice sports through the Thank You Mom message ‘For teaching us that falling only makes us stronger. For giving us the encouragement to try again’.
The spot is rolling out globally in multiple lengths and languages.
It is also accompanied by a matching commercial for the Winter Paralympics too.
The FMCG giant looks set to repeat its staggering success in London as the Wieden & Kennedy commercial saw 230,0000 shares within its first week on YouTube during which it topped Unruly’s viral charts.
P&G’s overall Sochi 2014 campaign again sees the company marry specific star competitors with P&G brands; such as US Alpine skier Lindsay Vonn fronting its Olay brand’s ‘Look Winter Wonderful’ activity,
while Russian ice hockey star Alexander Ovechkin features in Gillette branded activity encouraging men to “reveal their inner steel”
and US Olympic wilver medalist Ryan Suter paired with his gold medal winning father Bob.
The creative within these sub campaigns typically revolve around personalised stories about each athletes relationship with their mothers, fathers and families and what motivates them.
Comment
The campaign aims to further raise the profile of P&G’s premium brands and the company is targeting a third of the $500m (£304.8m) sales boost it got from the London Games.
This reduced comparative target is due to a number of reasons – not least the fact that fewer countries take part in the Winter Olympics.
But is may also be due to several other factors ranging from the relatively isolated position of Sochi as a venue and the knock on travel and ticket effect, to the fears of terrorism and of equal rights protests.
Indeed, as Winter Olympic sponsors begin rolling out the main phase of their international campaigns ahead of February’s Sochi Winter Games it is becoming increasingly apparent that unlike the genuinely global pushes seen in the build up to London 2012, many sponsors are adopting a low-key, local approach designed to capitalise on growing consumer purchasing power in Russia.
This sees a significant number of official IPOC and local partners building activation strategies around limited, local experiential initiatives around the host city, whilst also using digital campaigns and in-store work to target the growing Russian middle-class.
Links
P&G ‘Pick them Back Up’ TVC YouTube
http://www.youtube.com/watch?v=57e4t-fhXDs
P&G Thank You Mom Facebook
http://www.facebook.com/ThankYouMom.
P&G Thank You Mom Twitter
@ThankYouMom
Sochi 2014 Website
