With the 2016 Olympic Games in Rio coming up, and Mother’s Day just over a month before it, Procter and Gamble decided to celebrate both occasions by bringing back their ‘Thank You Mom’ campaign. The second round of this campaign will focus on why it’s celebrating moms and bring out their strength as the primary focus. The latest edition of the campaign shows clips of moms being rocks for their kids beyond athletics and into their everyday lives. The spot was created by Wieden + Kennedy in Portland, Ore., and directed by Jeff Nichols of Rattling Stick.
Some of the vignettes show young athletes are facing more than just the physical and emotional challenges of preparation and competition. They’re facing situations like tornadoes, airplane turbulence and car crashes. Each of these situations ends with their mother soothing them in a way only a mother knows how to. Towards the end, we see the connection of this with the athlete’s ability to perform under pressure.
“It takes someone strong to make someone strong.” The final on-screen lines sup up the video perfectly.