P&G: Kids by Wieden + Kennedy Portland for Procter & Gamble

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P&G: Kids

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Industry Sports Teams & Events, Business equipment & services, Corporate Image
Media Film
Market United States
Agency Wieden + Kennedy Portland
Director Daniel Kleinman
Executive Creative Director Susan Hoffman, Matt O'rourke, Mark Fitzloff
Creative Director Jason Bagley, Eric Baldwin
Art Director Ryan O'rourke, Alberto Ponte
Copywriter Karl Lieberman
Producer Jerry Solomon
Account Supervisor Eric Gabrielson
Editor Matt Murphy, Kirk Baxter
Released February 2010


Cannes Lions 2010
Film Lions - Bronze

Credits & Description

1 of 2 Campaign
Type of Entry: Product & Service
Category: Corporate Image
Title: KIDS
Advertiser/Client: PROCTER & GAMBLE
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.”