P&G Launches Full-Scale "Official Sponsor of Moms" Campaign for Rio Games
On May 8, Procter & Gamble Japan held a press conference at Tokyo Midtown in Minato Ward to unveil a new commercial for its "Official Sponsor of Moms" campaign.
As a Worldwide Partner of the International Olympic Committee, the P&G Group has supported the Olympics themselves since the 2012 London Games. Additionally, under the global theme "Official Sponsor of Moms" (known internationally as "Thank You, Mom"), it runs worldwide campaigns honoring mothers who support athletes and expressing gratitude to all mothers who dedicate themselves to raising children.
The campaigns during the London Games and the Sochi Winter Games received significant positive response in Japan and around the world.
For the third installment leading up to the 2016 Rio Games, the company is launching a campaign featuring Japanese ambassadors: men's tennis player Kei Nishikori and women's table tennis player Kasumi Ishikawa.
Ishikawa and passionate campaign supporter Shuzo Matsuoka took the stage. Matsuoka immediately fired up the crowd with his passionate coaching: "Feel Rio! Feel the Olympics!" Ishikawa then challenged a "table tennis version of strikeout" with the commercial airing at stake. Unfazed by Matsuoka's pressure, she successfully served the ball onto all nine characters spelling "Thank you, Mom."
The TV commercials, airing from May 16th, include three versions featuring Nishikori, such as the "Mom, Thank You - A Mother's Kindness" edition, and the "Same - A Dream with Mom" edition featuring Ishikawa and her mother. Each shares episodes with their mothers while expressing gratitude for their love. Both players' gentle expressions, rarely seen during matches, are striking. Ishikawa commented, "It was our first time filming together, but since my mom was nervous, I actually felt more relaxed."
The day also coincided with Mother's Day, featuring a contest where five children selected by lottery from the audience loudly expressed their gratitude to their mothers. The children energetically shouted messages like "Thank you for always making delicious meals" and "I love you, Mom!" Ishikawa also conveyed her feelings to her mother, Kumi Ishikawa, standing before her: "Because you built a table tennis table at home when I was in third grade, I am who I am today. I'll do my best at the Rio Olympics. Thank you," and presented her with a flower medal. Kumi responded, "Hearing it said out loud really makes me happy. Don't ever forget that spirit of challenge."
The "Rio Olympics P&G Campaign" is running a giveaway campaign where prizes include tickets to watch the 2020 Tokyo Olympics opening ceremony.
Was this article helpful?
Share this article
