Jeff Nichols directs epic P&G ad for Rio Olympics, also in Cannes competition
Jeff Nichols, the former wunderkind of cinema, has directed a new advertising campaign for Procter & Gamble that ties Mother's Day to the Rio Olympics. The spot features dramatic scenes—accidents, tornadoes, air turbulence—that showcase mothers as pillars of strength. The campaign continues P&G's successful 'Thank You, Mom' series, which keeps the product in the background. The tagline: 'It takes someone strong to make someone strong.' Nichols will use his fee for his next film.
Key facts
- Jeff Nichols directed the campaign for Procter & Gamble.
- The ad connects Mother's Day and the Rio Olympics.
- Scenes include accidents, tornadoes, and air turbulence.
- The campaign is part of P&G's 'Thank You, Mom' series.
- The tagline is 'It takes someone strong to make someone strong.'
- Nichols is also in competition at the Cannes Film Festival.
- P&G brands featured include Ace, Dash, Pantene, Infasil, Wella.
- The ad keeps the product in the background.
Entities
Artists
- Jeff Nichols
- Federica Polidoro
Institutions
- Procter & Gamble
- Artribune
- Cannes Film Festival
- Roma Tre Film Festival
- Teatro Palladium
Locations
- Rio de Janeiro
- Brazil
- Rome
- Italy