P&G wanted to extend its Proud Sponsor Of Moms initiative into the mobile advertising realm with a new and innovative campaign that reminds people to text their mothers.

Although this is a pretty small initiative, P&G's mobile app needed to be smart and useful. The advertisement aimed to replace the usual annoyance of a banner ad with something more helpful that fits in with its brand messaging and is useful and friendly.

The personal care giant's mobile ads, created by agency Kirowski Isobar, Budapest, simply said: 'Three words that we don't say often enough: Thank you Mom!' When people tapped the banner, the ad instantly searched their phone for listings under 'Mum', 'Mom', 'Mother' and other similar maternal affectations. It then took people to their text messaging service and automatically addressed a blank message to their mother.

The sophisticated and helpful mobile ad successfully associated P&G with the happiness every mother feels where her children contacts her.

Brands should be aware of how mobile ads are becoming more sophisticated, moving from a static, isolated ad to one that taps the mobile's native functionality (GPS, location, address book, calendar, etc). There's an extraordinary number of possibilities now for brands that are prepared to be creative about using a phone's functionality in new, more connected, more personal ways through the humble banner.