Olympic Sponsorship: "Kids" TV Commercial by Wieden + Kennedy Portland

1 of 2 Campaign
Type of Entry: Product & Service
Category: Corporate Image
Title: KIDS
Advertiser/Client: PROCTER & GAMBLE
Product/Service: OLYMPIC SPONSORSHIP
Entrant Company: WIEDEN+KENNEDY Portland, USA
Advertising Agency: WIEDEN+KENNEDY Portland, USA
Executive Creative Director: Mark Fitzloff/Susan Hoffman
Creative Director: Eric Baldwin/Jason Bagley
Copywriter: Karl Lieberman
Agency Producer: Shelley Eisner/Ben Grylewicz
Planner: David Terry
Account Manager: Jordan Muse
Account Supervisor: Eric Gabrielson
Production Company: EPOCH FILMS Beverly Hills, USA
2nd Production Company: RATTLING STICK New York, USA
Director: Daniel Kleinman
Producer: Jerry Solomon
Editor: Kirk Baxter, Rock Paper Scissors
Sound Design/Arrangement: Future Perfect (Music/Sound Company)/Brian Emrich (Sound Designer)/John Connolly (Composer)
Art Director: Ryan O'Rourke
Lighting: Carl Nilsson
Post Production: Tricia Sanzero Butler (Post Producer)/Carol Lynn Weaver (Post Executive Producer)
Other Credits: Mix: Eleven (Company)/Jeff Payne (Mixer)

Brief Explanation:
This 60-second commercial shows young children standing in for adult athletes during various Olympic events. It starts with a press conference and goes all the way through the Games, from opening ceremonies to just moments before competition begins. The spot builds to a crescendo before we cut to one athlete’s mom in the stands who has a look of excited anticipation on her face. Then we cut to a card that says, “To their moms, they’ll always be kids,” followed by a series of product brand images that ends on the P&G logo with the voice-over, “P&G. Proud sponsor of Moms.”