By Malay Desai
From: USA, Grey/NY
The FMCG giant’s newest campaign film focuses on the little things one does daily and portrays a cross section of parents and children in routine domestic situations. Beginning with a comment on how change need not be always driven by sensational developments, the spot is a montage of babies bathing, parents teaching them to walk, swim, eat et al, as also shots of clotheslines, shiny hair and so on, with glimpses of products thrown in. The female voiceover stays throughout, culminating in how extraordinary happens often because of the everyday.
Why we like
Just over three months after a well appreciated Olympics 2012 campaign when Procter and Gamble Co. ran an impressive film focused on mothers, the FMCG giant’s reportedly cut jobs and reduced marketing costs. There was talk of ‘fewer, bigger creative ideas’ rather than ‘too many ads on air’ and this new spot unveiled last week seems to be a result of that.
‘Everyday’ being as important or more, than D-day is probably the simplest, most profound route the brand could’ve taken and has, without calling it this. The one-minute film has all the constituents of a typical P&G film these days – fast-paced cuts, a montage of multi-racial young people and smartly inserted brand visuals. Beginning with why the world’s change doesn’t always happen through incredible, path-breaking moments, the first ten seconds lay the premise of what’s to follow (using a surprise toon clip too, something that’s become a trend).
Of course, the idea is untrue, awesome things do happen only rarely and propel the planet forward, but we’re a highly domestic brand, remember? Both the copy and the choice of visuals manage to eventually convince you that routine is interesting too (unless you’re a just laid off P&G employee).
It doesn’t take much to figure that urban parents are the biggest consumers of P&G’s brands (Tide, Pantene, Pampers) and they feature in most of the frames here. The agency’s play with the choice of happy, shiny, real people is clever, and so is the softtoned voiceover to explain, enhance the visuals, driving home the message that P&G touches you everyday. ‘Bigger creative idea’ – check.
Finally, the colours and the camerawork contribute well to give an energetic feel to the spot, not to forget the subtle branding. Launched mid- January, this film is at the forefront of an integrated route, bearing the same title.
It would be interesting to see what shape the firm’s new single-minded communication approach takes in the Indian market. P&G’s shelf is wide and its reach within our wide market is sharp; will umbrella branding work? We don’t think the giant would go beyond a one-off spot, if at all.
Watch the spot on vimeo.com/57558907
