Of course it’s all about the sport, the achievement, the human story of triumph over adversity.
But in advance of those stories emerging it is down to the brands that align to the Olympics to bring the event to the fore in people’s minds through smart marketing, emotional engagement and substantial budgets.
Yesterday we shared Electric Ireland’s sting for #ThePowerWithin, making heroes of Ellis O’Reilly and Kieran Behan our Gymnasts heading to Rio.
Today we share some brilliant work from a more global brand and one of the Top Olympic Partners, Procter and Gamble, who are going back to the Mum theme of 2012.
Katie Taylor and her Mum are the main ambassadors for the activation in Ireland but this week they released the TV ad that will run in 30 countries around the world and which will make the hair on the back of your neck stand up.
“It takes someone strong to make someone strong” is the great catchline to this year’s ‘Strong’ campaign.
It builds on the tradition of storytelling that the Mums campaign delivered in award winning fashion four years ago, with a fresh new take on the pivotal role mums play in their childrens’ lives.
It explores the simple human truth that the daily courage mums show echoes at critical times throughout their childrens’ lives. The film follows the Olympic Games journeys of four mums and their children, showing the moments, both large and small, when a mother’s strength makes all the difference, and building to the moment each child summons their own courage on the world’s biggest stage – the Olympic Games.
But words can’t do it justice, take a look…
“Strong” was directed by Hollywood director Jeff Nichols, whose work includes the recently released and much talked about film, Midnight Special. “Strong” will also appear in shorter form on television in more than thirty countries, including Ireland in the build up to the games which get underway in Brazil on Friday 5th August.
