A Feel Good, Virtuous Ad
By\”To Their Moms, They\’ll Always Be Kids\”
I was watching the Opening Ceremonies for the Vancouver Olympics tonight and this commercial really stuck out to me as a special, heart-warming ad. These types of ads make me proud of good advertising. The ad featues young children performing in all the games of the Winter Olympics. At first it clearly seems like an advertisement promoting the Olympics, but Proctor & Gamble cleverly turns the message around and makes it an advertisement about Moms. It honors all Moms and P&G calls themselves the “Proud Sponsors of all Moms”. This brand now seems to me like a brand that really cares about their customers. While clearly the main goal is to support the Olympics (especially since it aired during the opening ceremony), P&G reached out to a special target audience of Moms. Even though I am not a mom, I loved the sentimentality seen in this commercial. This is virtuous advertising due to its non-violent, vicious, or vulgar context. P&G just moved up on my favorites list!
2 Comments
February 15th, 2010 at 3:55 pm
Allison this is a fantastic ad! When I watched it in class, I could really sense care and effort towards their products and customers. One definitely does not need to be a mom to love and appreciate this ad. It is not only adorable, but their are also moments when you think about all the hard work and time that the athletes and their mothers spend. The fact that P&G sponsored this ad as a global company is brilliant. At the end when the ad flashes the brand names and logos you get a complete overview and positive feeling towards not only brands like Tide, but for the company as a whole. The olympics can also bring out a sense of national pride and as a large American and multi-national corporation, P&G distinguishes itself as a proud company of their brands and support of the Olympics as well.
February 15th, 2010 at 7:17 pm
I loved this ad as well. It is so interesting to see P&G advertise because normally they only advertise for their individual brands. I’ve never seen an ad by P&G before and this definatley bumps them up in my mind, I absolutely loved this ad. Since mothers are the primary consumers of products like Tide, Pampers, Mr. Clean, Bounty, and Cascade I think it was a great move. Those are the people buying P&G products, and they just hit their target audience spot on with a heartwarming commercial. And the placement during the Olympics was a great move. I know my mom is the only one who watches the Olympics in my family!