Thank You, Mom

“It takes someone strong to make someone strong.”

We’re close to the opening of the 2016 Olympic Games in Rio, and celebrating Mother’s Day this month, around the globe. To mark both occasions, Procter & Gamble has brought back its “Thank you, mom” campaign for another round. And this time, the marketer has both broadened the scope of why it’s celebrating moms and zeroed in on a particular attribute—their strength.

The spot was created by Wieden + Kennedy in Portland, Ore., and directed by Jeff Nichols of Rattling Stick. And while previous installations of “Thank you, mom” have mostly focused on the effort and sacrifice mothers make specifically in helping their sons and daughters train for sports, this new spot goes further—showing vignettes of moms being rocks for their kids beyond athletics and into their everyday lives.

Many of the vignettes are quite dark. The young athletes aren’t just facing the physical and emotional challenges of preparation and competition. They’re facing oncoming tornadoes, frightening airplane turbulence, car crashes. In each case, the terrified youngster is soothed by his or her unflappable mother. And only later do we connect this sense of grounding to the athlete’s ability to perform under pressure at the highest level of sport.

4GGL thanks P&G for this video and AdWeek for this story. 

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