Well it’s hardly likely to shift that many Procter & Gamble products, although the brands come flying in almost as an afterthought near the end. But P&G has paid up to be one of the main Olympics sponsors along with the likes of Coca-Cola, McDonald’s and Samsung, for the next ten years so obviously it had to do something.
This predictably capable (if slightly cheesy) Wieden+Kennedy Portland film showing mothers about their labours, including the teary-eyed duty of watching their little darlings take the first steps towards athletic achievement, is its global flagship for London 2012 and you can hardly accuse it of lacking ambition. ‘Sponsoring’ the child-producing element of half the world’s population is a pretty big ask.
Will people, mums in particular, feel warmer towards P&G? Or will many of them just scratch their heads, wondering what P&G is? It’s a bit like Coke’s ‘Happiness’ campaign. Are brand owners becoming a bit too big for their boots – and their own good?