Get those tissues ready.
Minute Maid’s #doingood campaign is back with a new digital film featuring U.S. Olympic gold medalist Missy Franklin, who surprises her parents during a press conference in a Denver aquatics center by reading a heartfelt thank-you letter.
The #doingood campaign, now in its second year, reminds parents of all the things – big and small – they do every day to make a positive difference in their children’s lives. The creative battles the insecurity many moms and dads feel while trying to balance careers, family, hectic schedules and mounting pressure from social media.
In the new film released just in time for Mother’s Day and Father’s Day, viewers first meet Dick and D.A. Franklin, who speak about the unique challenges and self-doubt they faced while raising an Olympic swimmer. Then Missy steps up to the podium, her back facing the pool as flashbulbs flicker, and begins to take questions from the media about the 2016 Rio Olympic Games. One reporter asks her what it means to have the support of her family.
Wiping away tears, she unfolds a piece of paper and looks up at her parents in the stands as she tells them what an amazing job they’ve done. The film ends with a shot of the Franklin family embracing and a call to action from Minute Maid: Tell a parent they’re #doingood.
We spoke with Franklin, Minute Maid Brand Director Shannon Richmond and IMC Director Anne Weaver to get their thoughts on the film and campaign:
Franklin on writing the letter:
“It was really hard, really emotional… how do you put 21 years of gratitude into a few pages? But once I started writing, it all flowed out. The words came from my soul. I hope this will inspire others kids to do same."
…on the shoot:
“I really wanted the moment to be authentic, so once I wrote everything down, I didn’t re-read the letter until the press conference. I was really nervous before I walked out… the gravity of what I was about to do suddenly hit me. Because even though writing a letter is a small gesture, it carries so much meaning, and I wanted to make sure we delivered it in the right way. I’m a huge crier, so the tears started flowing even before I read it.”
…on her parents’ reaction:
“My mom cried immediately. And with dad, whenever I can get his eyes glistening, I know I’ve done a good job. The hardest part of the day was keeping it a secret, especially from my mom who always wants to know all details. Later that night, they told me how surprised they were. They asked if I could send them the letter because they wanted to read it over and over again. It was great to get the opportunity to tell them how much they mean to me, and getting to do so in front of so many people made it even more special.”
…on what she wanted the letter to convey:
“I wanted to get across the fact that the best thing my parents have done for me is love me. Having their love and support in my life is what has meant the most to me. I think another big part is my parents are older. Although I struggle with knowing I’ll have half as much time with my parents as most of my friends will with theirs, we make every second count. I wouldn’t be who I am if they hadn’t had me when they had me… because they’ve been able to pass on so much knowledge and life experience to me. In fact, the letter isn't about my athletic career. It’s more about the person I am today because of my parents. They’ve allowed me to do things inside and outside the pool, and to continue moving forward every day while keeping keep things in perspective. And at the end of the day, that’s what matters."
…on why Minute Maid is a great fit for the #doingood campaign:
“Minute Maid has always stood for family. I can’t imagine this message coming from a better brand. Over the years, I’ve been able to show fans how special my relationship is with my mom and dad, so I’m proud to partner with Minute Maid to shine a light on all the great parents out there and encourage others to do the same.”
Richmond on working with Franklin:
“Missy embodies the Minute Maid brand vision that when you put good in, you get good out. It’s not just what she does in the pool, but also what she does and aspires to do outside the pool that makes her a great role model. Minute Maid is a family brand, and family is everything to Missy. So for us, it was a natural fit.
“Having Missy onboard during an Olympic year gave us a unique opportunity to think about how to tell story of celebrating parents who have doubts every day about how they’re doing. The close-knit Franklin family allowed us to not only use Missy’s celebrity to bring scale to our message, but also to articulate it in a new way.”
Weaver on the logistical challenges of the shoot:
“This was a unique project because we had to capture the moment during a live event. We had one shot to have Missy read the letter and authentically capture her parents’ emotional reaction in real time… so there was a lot of pressure. It required close coordination between Missy’s team and the production crew. We were all on pins and needles as she read the letter.”
…on how the #doingood message has resonated with consumers:
“What has been such a pleasure is the #doingood creative construct truly has legs. We’ve struck a chord with this simple exercise of having sons and daughters write a letter to a parent. We’ve continued to find ways to articulate that communication and, with the help of Missy, mix up the format and find new ways to surprise parents with an unexpected affirmation. Because at the end of the day, it’s all about telling parents they’re doing a great job… something they’ll never tire of hearing.”