Procter & Gamble, "Best Job"
Agency: Wieden + Kennedy, Portland, Ore.
Director: Alejandro González Iñárritu,
The feel-good commercial of this summer's London Olympics wasn't about the athletes at all. It was about their mothers. Wieden + Kennedy hired Babel director Alejandro González Iñárritu to tell the story of "Best Job," P&G's latest salute to moms, whose dedication makes the world's top athletes possible. It's easy to think of the spot as schmaltzy. Indeed, the conceit is sentimental. But watching frame by frame, you see that it's remarkably varied and skillfully interwoven, traveling from continent to continent, from homes to sporting arenas, from black to white. Yet every scene celebrates the single relationship—the ultimate one, in the end—that has helped so many young Olympians realize their dreams. Moms have a supporting role, not the starring one. This spot gave them the spotlight, returning the love they so freely give. And it was received with open arms—by mothers everywhere, by their children and by the Emmy Awards, which named "Best Job" the best spot of 2012.
Full credits here.
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