When it comes to sporting events, there have been a variety of proud sponsors over the years. Typically these exclusive sponsorships are reserved for big brands with big budgets and can afford to seek after the spotlight of The Olympics, The Masters or the Ther Super Bowl. Although these sponsors pay handsomely for these coveted sponsorships, the exposure is hard to beat.

But as we begin a new decade, a new type of sponsorship has emerged. Gone is the the sponsorship of the event and in its place is the sponsorship of a target audience.

Proctor and Gamble supported the 2010 Winter Olympics with an emotionally riveting campaign called Thank You, Mom. 60-second advertisements focused on the support Olympian’s moms give to them throughout the years as they strive for athletic excellence. And each spot comes to a close with the P&G, Proud Sponsors of Moms message. 

After seeing the commerical for the first time, I had the same reaction as many mothers I polled, it sparked an emotion for moms who want the best for their kids and would do anything to support them. But after seeing the spots over the last two weeks, as an advertising professional, I found myself asking: do they really need to keep saying “proud sponsors of moms” at the end of every spot? The spots were emotional enough that if they just ended with a simple P&G product message, the audience could have made their own connection to the spot. It almost felt like I was seeing the strategy line being broadcast over and over: P&G products are purchased by moms and we wat to show our support of our key target audience.

As a mom, I also pondered, how does Dad feel right now. The Winter Olympics draws not only the female members of the household but the entire family. And with approximately 75% of moms in the workplace, the household responsibilities are falling more onto Dad. And I know the Dad in my household was annoyed that he wasn’t getting any love for supporting his son.

So I applaud P&G’s effort to create a commerical that wasn’t product focused and engaged the audience, but I wish we didn’t see their mom strategy over and over. Moms appreciate a brand that understands what it takes to be a mom, but they engage with brands because they organically fit into their lives. I’m not sure because P&G said they were a proud sponsor of mom, that mom returned the favor and claimed they were a proud sponsor of P&G products. And a mom marketers true sucess is measured by the mom advocates that willingly sponsor and support its products as that is the ultimate driver of sales.

What do you think, did P&G’s Thank You Mom campaign gain them more followers, or did it just make Mom feel good (and Dad feel left out)?