SC Pictures | P&G | Everyday Effects - 3:00 | Director Stewart Cohen
The video opens with a narrator introducing the "Everyday Effect" concept – how ordinary daily actions can have extraordinary impact. It then follows Kimberly Gutierrez, a first‑generation Latina from Dallas, Texas, who is preparing to leave home for a four‑year college. Kimberly shares her family story: she grew up with her mother, father, and two older brothers; her father died of prostate cancer seven years ago. She credits her mother’s sacrifices and guidance for her academic success and independence, recalling a Spanish proverb her mother taught her: "cómo te ven, te tratan" (how you are seen determines how you are treated). Kimberly explains that looking her best helps her be respected in college, and she highlights everyday grooming products – Herbal Essences shampoo and Olay Fresh Effects moisturizer – that make her feel confident, fresh, and relaxed after studying. She expresses mixed emotions about leaving home but feels ready and empowered, echoing her mother’s advice. The narrator reinforces that these everyday actions have surprising impact, and the piece closes with the brand message: "The power of the Everyday Effect. Procter & Gamble. Get more college for your money at Walmart."
