One of the most talked about commercials
of the Winter Olympics,
especially with female viewers,
is P&G’s
‘To Their Moms, They’ll Always Be Kids’
commercial.
The commercial is emotional.
Almost every mom
has sat in the stands
or bleachers
or auditorium,
wishing desperately to keep her child safe
yet knowing the child has to do it
on his own.
It contains an unanswered question,
drawing the viewer’s interest.
Why is the child shaving?
Why are they dressed up
and acting like adults?
There are close ups on individual children,
giving each scene
a hero or heroine to relate to.
And it is about relationships,
not achievements.
The relationship of a mother and child
is pretty much universal.
P&G nailed their demographic perfectly.
A brilliant, brilliant commercial.