Best Job ("Thank You, Mom")
Procter & Gamble2012
Best Job, better known as “Thank You, Mom”, is a 2012 two-minute Olympic film for Procter & Gamble, created by Wieden+Kennedy, Portland.
The line
The hardest job in the world is the best job in the world. Thank you, Mom.
Why it works
How a company with no sports products won the Olympics. P&G sells detergent and diapers, so its London 2012 anthem ignored athletes' triumphs and followed the mothers — waking children before dawn in London, Rio, LA and Beijing, driving, washing, worrying, until the stands erupt and the camera finds mom. Directed by Alejandro González Iñárritu and shot on four continents, "Best Job" won the 2012 Emmy for Outstanding Commercial — P&G and W+K's unbroken fourth straight win in the category — and anchored the largest multi-brand campaign in P&G history. It is studied for sponsor-relevance engineering: finding the one honest connection between a packaged-goods portfolio and the world's biggest sporting event, then committing to it with cinema-grade craft.
Techniques
- Pathos Honours the mothers behind Olympic athletes, waking, driving, washing and worrying, so the gratitude of the final moment attaches to P&G.
- Storytelling Follows mothers in four cities from pre-dawn wake-ups through driving and worrying, until the stands erupt and the camera finds each mother.
- Transfer Borrows the emotion of the London Olympics for a detergent-and-nappies company by linking its products to the mothers behind the athletes.
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