W+K Portland Celebrates ‘Strong’ Moms and the Olympics in New P&G Campaign

By Erik Oster Comment

With Mother’s Day on the horizon and the 2016 Olympic Games in Rio just 100 days away, W+K Portland launched a new spot for P&G entitled “Strong,” which resurrects the brand’s “Thank You, Mom” tagline.

The spot focuses on Olympic athletes and their mothers, emphasizing how the moms’ strength and grace under pressure helps their sons and daughters deal with the pressure of the international stage later in life. W+K Portland and director Jeff Nichols show this through a series of flashback sequences: Through the scenes we see moms reassure their children while dealing with problems ranging from a tornado to a car crash to airplane turbulence.

Later on, the same athletes are shown grown up and performing while under pressure.

The spot, like its predecessor “Best Job,” manages to effectively celebrate both moms and Olympic athletes.

This time around, the message is tied to the tagline “It takes someone strong to make someone strong.” It’s a pretty ideal way to wrap up the spot, as P&G celebrates being a “Proud sponsor of moms.” While perfectly suited for the upcoming Hallmark holiday, we expect to see plenty of the ad after May 8 as it’s a strong Olympic effort for the brand that doesn’t really lose much relevance after Mother’s Day. 


Client: Procter & Gamble
Project: “Strong”

Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Karl Lieberman/Eric Baldwin
Copywriter: Matt Mulvey
Art Director: Lawrence Melilli
Integrated Executive Producer: Erika Madison
Account Team: Jordan Cappadocia/Ebony Francis/Eric Gabrielson

Production Company: Rattling Stick
Director: Jeff Nichols
Executive Producer: Joe Biggins
Line Producer: Sally Humphries
Director of Photography: Adam Stone

Editorial Company: Joint
Editor : Peter Wiedensmith
Assistant Editor: Dylan Sylwester
Post Producer: Jen Milano
Post Executive Producer: Leslie Carthy

VFX Company: The Mill
Executive Creative Director: Phil Crowe
2D Lead Artist: Glyn Tebbutt
3D Lead Artist: Nick Lines
Executive Producer: Enca Kaul
Senior Producer: Chris Harlowe
Production Coordinator: Mary Hayden

Company: Company 3
Colorist: Tom Poole
Producer: Rochelle Brown

Music Supervision: Walker
President/Founder: Sara Matarazzo
Music Track: “Experience” by Ludovico Einaudi
Sound Design: Brian Emrich
Additional Sound Design/Mix: Noah Woodburn @ Joint

Mix Company: Eleven
Mixer: Jeff Payne
Producer: Suzanne Hollingshead