Johnson & Johnson is hyping its summer Olympics connection with a digital campaign for its baby products playing off national TV ads featuring U.S. Olympic athletes thanking their mothers for nurturing and supporting them.
Six U.S. Olympians star in the online vignettes that expand on the TV spots and include personal home video footage and photos at baby.com/thanksmom. The “Thanks, Mom” national TV campaign of 15- and 30-second spots, which point viewers to the site, started running on July 21 and will continue through the Beijing summer games.
Johnson’s baby skin care brand is part of Olympics sponsor Johnson & Johnson.
Distance runner Shalane Flanagan, triathletes Sarah Haskins and Jarrod Shoemaker, swimmer Cullen Jones, and volleyball players Richard Lambourne and Ogonna Nnami are included in the TV spots and the companion online campaign.
“The objective of the campaign is to celebrate moms,” said Johnson’s spokesperson Lori Dolginoff. “The athletes provide us a great platform to celebrate the love a mother gives her child and the sacrifices she makes no matter what endeavor they pursue.”
Mothers are the target audience for the campaign, although Johnson’s expects to appeal to a wider audience.
The online content also includes an Olympic-themed animation, “Baby Championships,” narrated by “Law & Order” actress Mariska Hartigay, who is a new mother. She plays a baby competing in a walking competition. Five-time Olympic swimming medalist Janet Evans and her new baby are also featured in the animation.