Procter & Gamble Launches 'Kids' Commercial Spot for London 2012 Olympic Games

Wednesday, July 11, 2012 1:18 pm EDT

Today Procter & Gamble debuted “Kids,” the second advertisement in the company’s global P&G Thank You Mom campaign series. “Kids” was launched simultaneously around the world today online, in advance of making its TV premiere during the Opening Ceremony. Click here or on the image below to watch.


Tomorrow marks the opening of the Olympic Village. The teams have all been chosen and, with just two weeks to go until the London 2012 Olympic Games, 10,000 athletes around the world are gearing up for the biggest competitions of their lives. The years of training and dedication will end in triumph for the best of the best.

P&G is proud to be sponsoring 150 of these remarkable athletes through our brands. In addition, we’re also honoring the people who helped them on their journey to London – their moms – through our Thank You Mom campaign.

The launch of “Kids” builds on the success of the other videos in P&G’s Olympic Games campaign. The “Best Job” film and the “Raising an Olympian” series have already garnered 26 million views since P&G launched theThank You Mom campaign in April.

We know from talking to moms of Olympians, that even though their children have grown into world-class athletes, they will always see them as little kids. This insight serves as the inspiration behind our “Kids” spot, which we’re proud to unveil today, as the world is turning its attention to the athletes of London 2012.

P&G recruited award-winning director Daniel Kleinman, named Adweek’s director of the decade in the “Best of the 2000s” feature, to create the spot. Kleinman’s storytelling gives the viewer a unique perspective on the Olympic athletes through the eyes of their moms. The piece depicts seven different Olympic Games events, featuring approximately 245 kids from 16 different countries. The spot was filmed in the US and Great Britain and it will run online, in social media, TV and print. 

P&G’s Thank You Mom campaign kicked off in April and is coming to life through a variety of media channels and in-store with a worldwide retailer program that runs through August. Olympic Games-themed P&G branded products are being featured in four million of stores across the globe. As a part of the P&G Thank You Mom promotion, P&G has committed to raise $5 million to support local youth sports programs in many countries, through a portion of sales and donations from the company’s leadership brands including Pampers®, Tide®, Gillette® and Pantene®.


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