Today’s “Digital Ad of the Week” is not from this week, but I couldn’t let a good advertisement go unnoticed. Unlike my previous choices, this week’s ad went for the basic gold standard of success: wonderful and relatable storytelling.
The two minute piece uses great imagery and even better musical piece to set the tone for the heartfelt spot. The ad does a great job recognizing the importance of music and how it can completely narrate a message, thus there is practically zero dialogue.
The ad was released along with a slew of other Proctor & Gamble ads a few weeks before Mother’s Day this year. The spot does well to address mothers directly in the emotional appeal, as well as the children by emphasizing the importance of the relationship. Moms are usually the main purchasing unit in the household, so the consumer goods company seems to understand its target very well. (It’s highly unlikely that the company would make a video like this for Father’s Day no matter how positively it would be received)
As of today the YouTube video has received over 4 million views, and I am sure may see a slight boost as the Olympics come in a few months. The key to videos success is that honest appeal for appreciation. It’s in that honesty and the ability to relate that users are more likely to respond positively to an advertisement. The second comment is the most revealing.
Here are just a few of the comments by a few YouTube users:
That is the one of the most beautiful commercials I have ever seen. The music is stunning. – cam2540
This is beautiful. A friend of mine on Facebook and I have talked repeatedly about it and shared it a few times. Yes it’s just a commercial, but it’s wonderfully done and very relatable. As a mom I can totally understand the tears they are shedding for several reasons. -NancyNY73 3 hours ago in playlist Thank you, Mom
This is so beautiful. Well done, creative director of this vid. You’ve captured the very core of our existence as a mother. It’s a moving tribute to mothers everywhere. -mesmerisedme
My daughter is currently the #1 gymnast in Louisiana for age 6-7 and so I love this commercial bc as moms we hustle to EVERY practice, extra practice and competition and then more practice. Thanks for this beautiful commercial P & G! -maya2395