After experiencing much success with its “Thank You, Mom” campaign during the 2012 London Olympics, Proctor and Gamble has launched a new mom-themed Olympics ad in time for the upcoming 2014 Winter Olympics in Sochi, Russia.
Since its release on Sunday, the video has earned nearly three million views on YouTube, and ranks No. 1 on Unruly’s Viral Video Global Ads Chart with over 150,000 social shares.
Going on the concept of its previous “Thank You, Mom” campaign, Proctor and Gamble’s new “Thank You, Mom | Pick Them Back Up” ad is a montage of video clips featuring moms “picking up” their children.
The video starts with a collection of moms helping their toddlers walk, and moves on to moms helping their kids as they fall on roller skates, ice skates and skis. As the ad progresses, the clips show moms of Olympic athletes cheering on their children as they perform on the ice, slopes and in hockey rinks. The video ends with a rotation of Proctor and Gamble’s brand logos above the hashtag #BecauseOfMom.
According to a story on Business Insider, the ad was produced by Wieden + Kennedy. The Business Insider report claims, as part of the campaign, Proctor and Gamble plans on giving $1,000 Visa gift cards to moms of all 357 Olympic athletes to help with travel costs to the 2014 Sochi Winter Olympics.