Procter & Gamble has today unveiled its first ever global campaign, ‘Thank you, Mum’, which will go live in markets across the world simultaneously.
The marketing includes ‘The hardest job in the world’ ad, created by Wieden & Kennedy and forms part of P&G’s ‘Proud sponsor of Mums’ campaign.
Launching on social media platforms, the ad features mothers waking up their children, as they grow up and compete in the London 2012 Olympics, watching in the stands.
Irwin Lee, managing director and vice president of P&G UK and Ireland, said: “Launching our first global P&G campaign allows us to shine a light on the amazing work mums do every single day in raising their children. At P&G, our business is all about supporting mums across the world with products like Pampers, Ariel and Fairy. Through our partnership with the IOC, we are using our voice to celebrate mums for everything they do, and to inspire people everywhere to express thanks to their mum or a mum that they know.”
It kicks off on P&G’s digital and social media platforms to coincide with 100 days to go until the Opening Ceremony of the London 2012 Olympic Games.