‘Thank you, Mom’ spot pushes P&G videos to 53 million views

One in three people who watched Procter & Gamble’s “Thank you, Mom” campaign shared it with others, making it one of the most shared videos of all time, according to Marc Pritchard, the company’s chief marketer.

“Many people are saying, ‘Watch this. I think it will move you like it moved me,’” Pritchard said during a P&G press event attended by several mothers of Olympians, including Ryan Lochte’s mom, on Wednesday morning.
IOC Head of Marketing and Television Services Timo Lumme added, “Consumers around the world strongly identify with this message. How could they not?”

The high rate of sharing for the commercial has contributed to 53 million people watching the company’s Olympic videos in 20 languages.

P&G complemented the commercial with a series of short digital videos called “Raise an Olympian,” which use moms and Olympians to narrate their journey to the Games. One of them shows Lolo Jones and her mother talking about her rise from poverty to the 2008 Olympics.

In Great Britain, P&G is running a commercial for its Ariel laundry detergent brand. The spot emphasizes the passion that people have for their native country’s Olympic team.

“It’s the red. It’s the green and yellow. It’s the red, white and blue,” a narrator says as images of Chinese, Jamaican and British athletes flash across the screen. “When colors mean as much as you, you can trust Ariel.”

P&G’s activation on the ground in London will be limited to its Family Home. The company will open the home to 10,000 Olympic family members over the next few weeks, giving them a place to rest and eat during the Games. London Mayor Boris Johnson recently visited the home and got hair treatment tips at a salon inside.

The home opened to Olympic families on Wednesday. SBJ will have a preview of it next week.

Pritchard said that P&G has given away half its ticket allotment to Olympic families. The other half it gave away to British consumers.

The company has Olympic displays at retail locations across London promoting its brands like Ariel and Gillette. Pritchard said proceeds from product sales will be given to youth sports organizations in the U.K. He added that the final donation, which will be announced after the Games, will be millions of dollars.

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