This document summarizes Procter & Gamble's "Thank You, Mom" advertising campaign for the 2012 London Olympics. The campaign's highlight was a commercial called "Best Job" that showed mothers' roles in supporting Olympic athletes. It aimed to thank mothers for their hard work and celebrate their impact. P&G also launched a Facebook page and mobile app for fans to share gratitude and support the company's youth sports funding initiative. The "Best Job" commercial won an Emmy award, highlighting the success of P&G's largest brand campaign honoring motherhood.

1. “BEST JOB” – (P & G) PROCTER &
GAMBLE
http://www.youtube.com/watch?v=2V-
20Qe4M8Y
“BEST JOB”
A commercial for Procter & Gamble.
An Emmy Award winner as the best spot of the 2012.
Agency: Wieden + Kennedy
Director: Alejandro González Iñárritu.

3. THE CONSEPT
The spot opens with a series of moms around the world
waking their kids at the crack of dawn, making them
breakfast, driving them to practice, watching their
uniforms, washing their dishes, making their beds,
attending all their practices, tending to their injuries and
then finally, tearfully, watching their Olympic
performances.
The spot ends with the beautiful line: The hardest job in
the world is the best job in the world.

4. WHAT ABOUT THE SOUNDTRACK?
This is the song used in the P&G best job, thank you mom
commercial for the 2012 London Olympic Games:
http://www.youtube.com/watch?v=9qvglWAHDak
It is called “Divenire”.
By Ludovico Einaudi.

5. “THANK YOU MOM” CAMPAIGN
Procter & Gamble’s “Thank You, Mom” campaign in the
United States is part of the largest multi-brand commercial
initiative in the Company’s history.
The heart of the campaign is a belief that behind every
amazing Olympic and Paralympic athlete is an equally
amazing mom. P&G thanks those moms, as well as all
moms in the U.S., for the great work they do in raising
healthy, happy kids.

6. The “Thank You,
Mom” campaign
honors moms,
celebrates the
London 2012 Olympic
and Paralympic
Games, and
leverages the
Company‟s broad
portfolio of leading
brands to drive
extensive retail
displays and volume.

7. “KIDS 2012”
Here‟s P&G‟s latest London 2012 Olympic Games
commercial, “Kids 2012”:
https://www.youtube.com/watch?feature=player_embedded
&v=zRaQRbAxXaA
“We see them as world-record breakers, buzzer beaters
and the embodiment of grace under pressure, but to their
moms, Olympians will always be kids.”
In this Procter & Gamble commercial, we see the world
through the eyes of the moms of London 2012 Olympians.

8. “THANK YOU MOM” - THE ROLE OF
MOMS
Being a mom is the hardest job in the world. But it's also the
best. This Procter & Gamble commercial honors everything
that all moms do to help their children succeed by showcasing
the amazing moms behind Olympic athletes at the London 2012
Olympic Games. The hardest job in the world is truly the best
job in the world.

9. Moms carry us for nine months and then keep on carrying
us. Through countless sacrifices they are loving nurturers
and selfless providers and motivators as well as chauffeurs
and doers of laundry and dishes. Procter & Gamble‟s
campaign celebrates the role of moms all over the world.

10. “THANK YOU MOM APP.” ON
FACEBOOK.
To make it easy for people to join in the P&G Thank You
Mom campaign, P&G also launched the “Thank You Mom
app” that allowed people to thank their own moms for
their hard work and sacrifice by uploading personalized
content in the form of a video, still image with caption or
text-based message. Users were then able to encourage
friends and family to do the same, spreading the word to
thank and celebrate moms.
“To share your own Thank You Mom message, please visit
the Thank You Mom app. ”

11. WHAT‟S THE DEFINITION OF
“THANK YOU”?
Thank you is defined as an expression of gratitude used to
show appreciation for something.
It is used for telling someone that you are grateful for
something that they have said or done.
 Thank you for (doing) something:
“Thank you for supporting me”.
Thank you: the usual expression of appreciation in use
today.

12. HERE ARE SOME PHOTOS BY P&G!

14. P&G/ TEAM USA YOUTH SPORTS
FUND
P&G sponsored 28 U.S. Olympic and Paralympic athletes,
as well as lanched the P&G/Team USA Youth Sports Fund.
The P&G/Team USA Youth Sports Fund provides young
people with greater access to sports in order to help
develop the next generation of athletes and spread the
Olympic Games‟ values of excellence, friendship and
respect. It is part of the of the company‟s global effort to
support youth sports.

15. “When I was a kid, I had so much fun playing all different
sports, such as soccer and surfing,” said Ryan Lochte,
Gillette brand athlete and six-time Olympic medalist in
swimming. “Having the opportunity to try diverse activities
gave me the confidence I needed to achieve my dreams
later on in life, especially at the Olympic Games. That‟s why
P&G‟s support of the P&G|Team USA Youth Sports Fund is
so important.”

16. “THANK YOU MOM” FACEBOOK
PAGE
P&G utilized Facebook to engage consumers in the “Thank
You, Mom” campaign. Sponsored athletes encouraged
others to visit the Company‟s “Thank You, Mom” Facebook
page to share stories and show their support.
Also, for every new “like” on the Facebook page, the
Company donated one dollar to the P&G/Team USA Youth
Sports Fund, up to $100,000.

17. P&G„S “BEST JOB” WINS
COMMERCIAL EMMY
P&G‟s “Best Job” commercial, the cornerstone of the
Thank You Mom campaign, won the best primetime
commercial Emmy during the Creative Arts Emmy Award
ceremony held at the NokiaTheatre in Las Angeles (2012).

18. Anna Anastasopoulou
Konstantina Papadimitriou
Anastasia Tsachli