27 Apr 2016
To celebrate 100 days until the Opening Ceremony of the Olympic Games Rio 2016, Worldwide TOP Partner Procter & Gamble has debuted the newest instalment of its award-winning “Thank You, Mom” campaign by releasing the new video, “Strong”.
The new film, “Strong”, follows the Olympic Games journeys of four mothers and their children, showing the moments when a mother’s strength makes all the difference, and building to the moment when each child summons their own courage on the world’s biggest sporting stage – the Olympic Games. The critically acclaimed films from P&G’s previous Olympic Games campaigns, “Pick Them Back Up”, “Kids” and “Best Job”, are among the most-viewed Olympic Games videos of all time.
We see how strong moms are in every facet of their lives, and how their children draw on that strength as they grow. Through our campaign, we invite everyone to join us in saying ‘Thank You’ to mums for the role they play in raising strong children.Marc Pritchard P&G Global Brand Officer
“Watching this video reminded me of my own mother,” said gold medallist swimmer Dana Vollmer. “I had no idea how much physical and emotional strength is required as a mom until I encountered my first sleepless nights with a new baby. Now, all of the strength my mom showed me inspires how I’m raising my son. P&G always recognises the role that moms play, and that’s why I’m so proud to be a Pampers athlete.”
“This campaign began with the insight that behind every athlete is an amazing mum,” said Marc Pritchard, P&G Global Brand Officer, “Being the Proud Sponsor of Moms is the natural way for us to look at the Games, because P&G brands are part of the journey that mums of Olympians, and all mums, take with their kids every day. We see how strong moms are in every facet of their lives, and how their children draw on that strength as they grow. Through our campaign, we invite everyone to join us in saying ‘Thank You’ to mums for the role they play in raising strong children.”
As part of P&G’s dedication to bringing the best to mums around the world each and every day, P&G brands will partner with Olympians and their mums on their journey to the Olympic Games Rio 2016 across 21 countries around the world, including Canada, China, France, Germany, Japan, the United Kingdom, the United States, and the host country, Brazil, including:
Ashton Eaton (USA, Decathlon, Olympic Gold Medallist) and his mum, Roslyn Eaton
Jessica Ennis-Hill (UK, Heptathlete, Olympic Gold Medallist), who is a mum herself, and her mum Alison Powell
Jaqueline Carvalho (Brazil, Volleyball, Olympic Gold Medallist), who is a mum herself, and her mum Josiane Costa
More than 18 P&G brands will launch their own Olympic Games campaigns. Earlier this month, Gillette launched Perfect Isn’t Pretty, partnering with popular athletes from around the world including Neymar Jr (Brazil, Football), Ashton Eaton (USA, Decathlon), Ning Zetao (China, Freestyle Swimming) and Andy Tennant (Great Britain, Team Pursuit Cycling) to tell stories of their journeys to be the best in the quest for gold.
In celebration of the strength it takes to compete on the world’s biggest stage, these athletes and their families will be hosted at the P&G Family Home in Rio de Janeiro, where they will enjoy a home away from home during the Olympic Games, complete with beauty and grooming treatments from brands like Pantene®, Gillette® and Head & Shoulders, and a free laundry service from Tide.