With less than a month to go before the start of the Olympic Winter Games, Procter & Gamble (P&G), a Worldwide Olympic Partner and the company behind brands like Tide, Pampers, and Gillette, has unveiled the short online film and new commercial, “Pick Them Back Up.” As of yesterday, the YouTube video had more than 6.4 million views and over 350,000 shares, putting it at the top of the Unruly Global Ads Chart for the last 7 days.
The new film follows the company’s Emmy Award-winning “Best Job” film and celebrates how moms are there along the journey to pick their kids back up and encourage them to try again. One major part of that journey will be watching their kids compete in Sochi. For those moms that traveled all that way to support their athletes, P&G has announced they will be on the ground for them with the P&G Family Home, where P&G brands will support and serve all moms and families of Olympians in Sochi. Adding to the normal anxiety of any sports parent, the U.S. State Department warned Americans last Friday of the potential for terrorism at the Sochi Olympics, but said it was not aware of any specific threat to U.S. citizens. In a “travel warning,” the department urged Americans to be vigilant about personal security at the February 7 to March 14 Olympic Games, and flagged the possibility of petty crime, inadequate medical care, and hotel shortages.
P&G Presents “Pick Them Back Up”
Building on the momentum of the award winning short film “Best Job,” which debuted prior to the London 2012 Olympic Games and garnered more than 21 million views, P&G is introducing the latest installment in the Thank You, Mom campaign, “Pick Them Back Up.” The new film depicts the stories of four moms of athletes from around the world and shows their journey to achieve their dreams and the important role moms play along the way. “I could see myself – and my mom – in the new P&G piece,” said Lindsey Vonn, US Olympic Gold Medalist, Alpine Skiing. “As a child, and even with my recent injuries, my mom has always been there encouraging me to get back up when I fell. Her personal stories of resilience and her constant support make me want to pick myself up and keep going.”
Two days after “Pick Them Back Up” was published on YouTube, Vonn, 29, announced she will be unable to compete in the 2014 Winter Olympics in Sochi because of a knee injury that will require surgery. On the Thank You, Mom by P&G page on Facebook, the company said, “Even though Lindsey Vonn won’t be competing in #Sochi2014, we know she’ll be able to pick herself back up. Wishing her a speedy recovery!”
“Mom’s contributions to their kids’ lives are full of incredible sacrifices,” said Jodi Allen, P&G VP of North American Marketing and Brand Operations. “We’re so moved by these moms and the way they help their children overcome obstacles to achieve their dreams. As athletes are named to Team USA, we celebrate the person that helped get each athlete there and who picked them up each time they fell – mom!”
“Pick Them Back Up” will appear in short form as television commercials in more than 20 countries across the world. The spot is also available online on P&G’s YouTube channel and was also aired on U.S. television, with a notable debut during the Golden Globes last night. The film also features music created by the same world-renowned composer from “Best Job,” Ludovico Einaudi. Known for his emotive and effortlessly lyrical music, Einaudi’s new composition evokes the love, passion and commitment that moms have for their children. “When I saw the commercial for the first time, it immediately brought back memories of Evan’s figure skating journey,” said Tanya Lysacek, mother of U.S. Olympic champion Evan Lysacek. “This film really captures what we’ve gone through with Evan. I always say that skating is a sport of failure and you have to fall many, many times before you can really make an element perfect. But that’s true for all children – they need to fall again and again in life, and our job as moms is to pick them back up, dust them off, and send them off to try again!”
P&G Provides “Home Away from Home” for Moms in Sochi with P&G Family Home
P&G has gone above and beyond launching a new installment of the company’s Thank You, Mom campaign. Moms of U.S. Olympians spend their lives standing behind their children as they work to achieve their dreams, so as part of P&G’s commitment to moms while they watch their athletes compete, brands such as Bounty, Crest, and Duracell have come together to create the P&G Family Home for Sochi 2014. The P&G Family Home is a gift that will support and serve all moms and families of Olympians around the world. It is a “home away from home” where families can spend time together in a relaxed and friendly environment.
Located in the Sochi 2014 Olympic Park, the Family Home will be open from February 8 through 23 offering athletes, their moms and families all the comforts of home. Brands like Pantene, Covergirl and Gillette will be providing more than 1,000 beauty and grooming services, while Pampers will be offering changing stations for families with young children.
“P&G brands don’t just live at the finish line,” said Allen. “They are with moms every day in their journey of raising a child, so during The Sochi 2014 Olympic Winter Games, our brands will be there to support moms of Olympians in the P&G Family Home with services that make an extraordinary difference when a family is far from home.”
In addition to the Family Home, P&G is proud to offer thanks to all 357 moms of US Olympians & Paralympians with a gift of a $1,000 VISA gift card to help them on their journey to Sochi, because after all the hard work, some moms can’t afford to be there to watch their child compete.
P&G’s Thank You Mom campaign kicked off in October with the release of “Raising an Olympian,” a film series showcasing the journey of 28 world-class athletes, as seen through the eyes of their moms. Here’s the one featuring Evan Lysacek.
The videos have collectively garnered 19 million views since the launch. The campaign is also coming to life through a variety of media channels and in-store where two million retailers are featuring Olympic Winter Games-themed P&G products, as well as branded end caps and displays. Last week, Claire Zillman, a reporter for Fortune's management and career blog, observed, “Everyone loves a warm-and-fuzzy now and then, but from a business perspective, does it pay to make your consumers teary-eyed? In a word: definitely.” She interviewed Edward Russell, an advertising professor at Syracuse University, who said ads that turn on the waterworks don’t translate directly to increased sales, but they create an emotional bond between a company and its customers. That bond encourages consumers to pay more for a company’s products.” And according to Keith Weir of Reuters, P&G has estimated that its Thank You Mom campaign for the 2012 summer Olympics in London resulted in a $500 million sales lift. However, it is targeting around a third of that figure from the Games in the Russian town of Sochi, since fewer nations take part in the Winter Olympics. Nevertheless, the P&G campaign, featuring clips of sports such as skating and skiing, will be shown on TV and online in countries where winter sports have large followings, including Russia itself, China, the United States, Canada, Germany and Poland. For example, here’s one featuring Jon Montgomery of Canada.
So, even though Lindsey Vonn won’t be competing in #Sochi2014, P&G may still see enough of a sales lift around the world to pick itself back up, say “Thank you, moms”, and cry all the way to the bank.