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P&G Salutes Mothers in 2012 Olympics Campaign

Posted on 26 July 2013 by BMMBoxer

One of the most moving commercial’s that came out last year was Procter & Gamble’s 2012 Olympic Games commercial honoring mothers for everything they do. “Best Job,” the gripping two-minute film, the centerpiece of P&G’s “Thank you, Mom” campaign, interweaves the early life stories of four aspiring Olympians growing up concurrently in four different corners of the globe. This article on ESPN briefly covers what went into the making of this brilliant commercial.

“A mother’s job is the hardest in the world, but it is also the best in the world. The universal thread that runs through each of the 4 narratives in this ad is the omnipresent nurturing mother who cooks, launders, shepherds, chauffeurs, ankle-wraps, exhorts, comforts and — as the music crescendos — celebrates her child’s Olympic triumph through tears of joy and pride. It’s a compelling piece of filmmaking and one with the power to render even the most stoic of us a little misty, as if we were watching our own daughter nail the most important beam routine of her life.

Once the connection of P&G supporting moms & the Olympics was established by the advertising agency (Wieden + Kennedy), the creative team developed the concept, which was to tell the stories of four athletes simultaneously, from morning until night and from early childhood until athletic prime. The choice of protagonists — a female gymnast in Los Angeles, a male sprinter in London, a male volleyball player in Rio de Janeiro and a female swimmer in Beijing — reflected the team’s desire to imbue the spot with a relevant Olympic feel, to resonate with mothers from different cultures and to showcase “cinematically interesting” locales.

The way someone raises her child in Los Angeles looks a lot different, on the surface, than how someone might do it in Beijing. But even though these moms all around the world are so different, they actually have much in common. This commercial was created to celebrate those commonalities.
While all four athletes’ journeys culminate in Olympic victory, the journeys themselves look very different. The mother of the Chinese swimmer waves goodbye to her daughter, who is ostensibly departing for a centralized training center, and years later watches her Olympic victory on television from afar. The mother of the American gymnast, by contrast, is with her daughter at every turn and tumble, and has a front-row seat in the Olympic arena.There is a universality and an emotion to all of these stories, which make it such a moving and powerful piece.

Watch the ad here

The ad has been heralded on social media by athletes (like beach volleyball player Kerri Walsh and swimmer Ryan Lochte) and their mothers (like Gail Sacramone, mother of Olympic gymnast Alicia). But the spot also moves the mere mortals among us who, even if we never played sports at a high level, recognize a familiar love and sacrifice in the mothers we see on screen.

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Little Italy and Mills & Boon India latest addition in Madison PR’s clientele

Posted on 24 July 2010 by BMMBoxer

Madison PR, the specialist image management agency of Madison has added two more clients in its kitty this month. The PR arm of Madison will handle PR campaigns for Little Italy and Mills & Boon India. Little Italy, synonymous with World Class Italian Cuisine and positioned as ‘Ristorante & Bar’ has its presence expanded through 27 chains across India and Dubai. Mills & Boon India, on the other hand with 50 million readers worldwide is set to mark its presence in India cashing on the Indian readers.

Madison PR has worked with brands like P&G, Café Coffee Day, Godrej and Britannia to name a few. Veena Gidwani, CEO, Madison Public Relations, spoke more about the accounts, “Both Little Italy and Mills & Boons are iconic brands, much loved by their niche consumers. We are really excited to work with these popular brands and are looking forward to creating innovative and impactful PR campaigns for them.”

Purandar Chaudhari, CEO, Little Italy, added, “I find Madison PR to be extremely competent and professional in their approach. They add significant value to the overall brand building process of the organization. We look forward to a long, mutually beneficial relationship with Madison.”

Mills & Boon India has plans to publish 14 new titles every month, focussing on four series: modern, romance, desire and special moments.

Considering the brand identity and brand following of both the brands, it would be interesting to see Madison PR’s upcoming campaigns.

Stay Tuned to BMMBox as we write about their upcoming campaigns as well :-)

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HUL’s Rin Commercial attracts eyeballs followed by a legal notice

Posted on 05 March 2010 by BMMBoxer

The Rin TVC by Hindustan Unilever Limited has been in the limelight for the past week. The TVC did arise a lot of questions in the consumers mind; a) Can a competitor dig at a rivals brand so bluntly, b) Is it legal for a corporate company to avoid all the advertising rules to gain publicity and c) What will be the after effect of this TVC?…Though, we may have to wait and watch for the answers of the above questions, right now what’s evident is that the ad has done what it intended.

The TVC was aired on February 25, 2010 and had the heads turning over the mention of the rival brand Tide Naturals in it. The commercial involved comparison between the two brands. Industry sources also reveal that the ad was released on weekend on purpose, considering the holidays due to Eid-e-Milad and Holi.

The ad featured two mothers waiting at a bus stop for their children to arrive from school. Meanwhile, they happen to glance in each other’s shopping basket. One lady had Rin whereas the other had opted for Tide Naturals. The lady with Tide starts bragging about the product by mentioning about ‘khushboo aur safedi bhi’. The Rin lady just smiles.

When the school bus arrives, both the children come out. The Rin boy’s shirt happens to be more white and shining than the Tide boy’s. The Tide lady is shocked looking at the spotless shirt. The Rin boy then takes a dig at Tide and asks his mother, ‘Aunty chaunk kyun gayi?’ (Chaunk Gaye? is the tagline for the brand Tide).

Though the TVC claims lab results as a proof, the industry believes it’s just a false claim. Meanwhile, P&G has moved to the Calcutta High Court against Rin’s TVC. P&G mentioned that the TVC was “disparaging” against its detergent brand, Tide Naturals.

Advertising Standards Council of India (ASCI) has also received several complaints against the tvc and will reveal shortly its verdict.

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