Those watching the 2010 Vancouver Olympics in Canada saw the Wonder Bread Plus ads each evening that may have proved W.C Fields wrong and his view of working with children, he is noted as saying "I never met a kid I liked" and "Never work with animals or children", (Note: he secretly admired children).
On the last day of the Olympics, shortly after the mens hockey team won gold, Canadian audiences were treated to a rendition of O Canada that simply makes the tear in the corner of the eye excusable.
American viewers were treated to a pair of Walmart and P&G ads that honored mothers and the commitment they make to the development of young athetlets.
I was moved by the Walmart and P&G spots as they spoke from the heart the same way the Tim Horton's spot form the 2006 Olympics did, it captures the time parents put into the lives of their children.
The P&G spots brought 18 brands together for P&G's first corporate TV ad. The "Thanks, Mom" concept wasn't entirely fresh, Johnson & Johnson used a slighty different take on the theme for its baby-care brand during the Beijing Summer Olympics in 2008. The idea was lead by Global Brand-Building Officer Marc Pritchard, who assigned independent agency Wieden & Kennedy of Portland, P&G corporate assignment, but virtually every P&G ad agency is involved in some way in the effort.
I can only say thank you to those parents who for the last 17 days gave us their children and their dreams to enjoy... and thanks to the creative talents that found these insights for their clients.
And it should be noted that after seeing these spots W.C. Fileds was absolutely wrong.
WALMART - The Official Sponsors of Moms
(Credits to be added)
P&G - Never Walk Alone
Agency: Wieden+Kennedy, Portland
Executive Creative Directors: Mark Fitzloff, Susan Hoffman
Creative Directors: Eric Baldwin, Jason Bagley Copywriter: Karl Lieberman
Art Director: Ryan O’Rourke
Tim Horton's - Proud Father (A Canadian Cultural Story)
Agency: Enterprise Advertising