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Jul 2012

Procter & Gamble Launches Global "Kids" Advertisement

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MEDIA RELEASE

Procter & Gamble has launched their next commercial in the “Thank You Mum” campaign for the London 2012 Olympic Games, an advertisement called “Kids” that features 245 kids from all over the world.

Kids_keyimage_1280x7202Procter & Gamble (NYSE:PG), a Worldwide Olympic Partner and the company behind brands like Gillette, Pantene, Oral-B, Vicks, and Ambi Pur today debuted “Kids”, the second advertisement in their global P&G Thank You Mum campaign series. “Kids” was launched simultaneously around the world today online, in advance of making its TV premiere during the Opening Ceremony. Click here to watch the global version.
In New Zealand, the advertisement will be seen as a 30 second execution and will screen nationally from July 27, 2012.
“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 Games, ten thousand 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,” said Marc Pritchard, P&G Global Brand Building Officer.
“P&G is proud to be sponsoring 150 of these remarkable athletes through our brands, including New Zealand cyclist Alison Shanks. In addition, we’re also honouring the people who helped them on their journey to London their mums through our Thank You Mum campaign.”
The launch of “Kids” builds on the success of P&G’s Thank You Mum campaign to date. The first installment, called “Best Job”, along with a ‘Raising an Olympian’ documentary-style series, have already garnered more than 26 million views since P&G launched the Thank You Mum campaign in April. Click here to watch “Best Job”. http://www.youtube.com/watch?v=NScs_qX2Okk
“We know from talking to mums 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,” says Pritchard.

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 mums.
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 and TV.
P&G’s Thank You Mum campaign is also coming to life with Olympic Games-themed P&G branded products.
To make it easy for people to join in the Thank You Mum campaign, P&G also launched the “Thank You Mum app” that allows people to thank their own mums by uploading personalised content in the form of a video, still image with caption or text-based message. Users will then be able to encourage friends and family to do the same, spreading the word to thank and celebrate mums. People can share their own Thank You Mum message by visiting https://www.facebook.com/PGAustraliaNewZealand/app_173479922773216

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Fleur Revell
Fleur Revell is one of the country’s most eminent PR consultants and public relations practitioners with more than 20 years industry experience behind her. Fleur is also a three times Qantas Media Awards winner and Feature Writer of the Year; and has an exceptional working knowledge of the New Zealand media landscape and its accelerating evolution in the digital age.
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