There’s a bit of criticism hanging around that Best Job’ ad for Procter & Gamble. I thought it was a beautiful spot, maybe a bit overdone, but if the goal was to talk directly to Mum’s, that’s what they did. Boom, challenge completed. 

But, just before the ad culminates with the line proud sponsor of Mum’s’ a bunch of other random logos flash up. It’s tricky to really sum up a multi-brand brand (there must be a better way to say that), and the Weiden boys kind of pulled it off. They’re saying being a mum is the best job in the world, but it’s hard, and with the help of our household products, you can pull it off and maybe your kid will be an olympian rather than a real estate agent.

But, there’s no way consumers/mum’s will remember or associate these sub-level brands with the mothership that is P&G.

But, look at how many brands they own! It doesn’t fucking matter about a touching tvc, you’ll buy something eventually!

April 26, 2012