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Same Insight, Different Creative Delivery

P&G and Wieden + Kennedy deliver the same insight in drastically different ways

The two most buzzed about commercials last week were from creative powerhouse Wieden & Kennedy and their longtime client, Proctor and Gamble. The first is for Old Spice, featuring a new body spray targeted towards a younger male demographic. The second is a spot, branded P&G, for their upcoming Olympics sponsorship. Both are powerful, but for very different reasons. Furthermore, as you dive into these commercials, it becomes apparent that they are both using the same insight to arrive at drastically different results.

Let’s start with Old Spice. It’s hard to argue with the fact that since ‘The Man Your Man Could Smell Like’ launched in 2010, the viewing publics’ ears perk up whenever they hear or see a new Old Spice commercial. The brand continually delivers creative excellence in fresh ways. The latest features their new ’Re-Fresh’ Body Spray, targeting boys turning into men. The creative is an anthem sung by a variety of moms having a hard time letting go – by stalking their sons in a way that only Old Spice can make endearing.

The P&G Olympic spot is an evolution of the ‘Thank You Mom’ campaign that P&G launched during the Vancouver Olympics in 2010. This execution centers around picking your child up after they fall down. With “Proud Sponsor of Moms,” the brand has once again delivered an emotional brand message thanking moms for doing everything that they do for their children.

While one spot evokes humor and the other tears, both spots tap into the relationship between parents and kids. As a parent, you want to be there for your child whenever they need you, but there’s also the need to give them enough space to let them grow up. I can’t imagine two more different ways to arrive at this insight. Bravo.

~ Matt Mauriello, Account Director, The S3 Agency


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