Most (all?) have been bland, uncreative, bolt-on-the-brand, chest beating corporate vanity projects. But even if a bit cheesy, this I do like (and I know P&G have done similar before, but it's new to me).
So what do I like about it?
- It's a bigger idea than "we are the Official Arse of the 2012 Olympics" (see the short film interviews with Athletes' mums on Youtube);
- It feels true to the company and the role its brands play in people's lives;
- It speaks to the buyer of these brand, rather than everyone/no-one (or worse still, its own ego);
- It is built on real and emotive human truth (if you’ve ever done sport with kids);
- It captures the Olympic spirit for this reason, in a way I don’t think any other work I’ve seen has;
- It brought a tear to my eye (almost).
My only criticism, as someone who gets up at 5.30 3 mornings a week, and 6.30 on Sunday, to take my son swimming training? Where are the dads. We have children too...and buy P&G's products.