Procter & Gamble (P&G) is a sponsor of Olympic coverage and I’m quite impressed with their “sponsor of moms” commercials. There is something about this one which is the one minute (long) version of the centerpiece of the campaign, that I can’t take my eyes off even when I’ve seen it a few times. It engages my imagination and then it has the emotional punch at the end that makes me want to reward P&G for being so sensitive to the often overlooked moms at the Olympics.
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I know, I know, it’s what they wanted to do. I’ve been played by a commercial. I don’t care. I still like it.
It works, in part, because I am one of millions of people who have heard from my own parents at times that to them I will always be their kid. In my family that was never intended to imply that I was not an adult — it was always about an aspect of the relationship that was consistent. So, I project that personal experience on these athletes. I suppose that the effectiveness of this campaign rests in the hope that there are still enough people out there who have had enough of this kind of life experience to be able to relate — to see this Olympic story as their own story in some way.
Here I am again talking about the power of shared story.