Watch This: Pick them back up (P&G)

For the London Olympics in 2012, P&G brilliantly turned moms into heroes (and generated more than a few tears and phone calls home) with this heartwarming spot. And now they’re doing it again, celebrating the commitment and dedication of athletes’ moms around the world. This time, it’s for the games of snow and ice just […]

For the London Olympics in 2012, P&G brilliantly turned moms into heroes (and generated more than a few tears and phone calls home) with this heartwarming spot.

And now they’re doing it again, celebrating the commitment and dedication of athletes’ moms around the world. This time, it’s for the games of snow and ice just ahead of the Sochi Olympics.

The new two-minute film, “Pick Them Back Up,” is part of a much larger “Thank You Mom” campaign that demonstrates P&G’s commitment to moms. Last fall there was a series of short films (like this and this) for example.

The company will send moms of Olympians from more than 20 countries to the Sochi Games and, according a release, all moms of Canadian athletes will receive “a special package filled with her favourite P&G products from brands like Tide, Crest and Swiffer, as well as a brand new 8-inch tablet, which will help moms stay in touch and focused on their child even if they are almost 10,000 kilometres away.”

Nice touch.

All really smart marketing bound to derive some brand affinity from those moms, to be sure, but this spot is what will be talked about around the world and generate goodwill for every person who remembers their mother helping them up when they fell down.

Brands Articles

Marketing Awards 2016: Design jury and shortlist

The final shortlist is revealed in the lead-up to the June gala

Aeropostale exits Canada as it files for bankruptcy in the U.S.

The casual clothing retailer is not saying how many Canadian jobs will be impacted

Taco Bell casts customers in a ‘cheesy’ throwback ad

The QSR channels '90s nostalgia in its latest bid for millennial love

TSO getting in tune with digital

A quarter of its media budget now devoted to digital, with plans to break the 30% threshold next year

Drake takes flight over Toronto

Aerial banner promotes rapper's newest album, Views

‘Bringer of Rain’ ups his marketing game

Toronto Blue Jays third baseman Josh Donaldson signs on to promote Flow Water

Marketing Awards 2016: Multicultural jury and shorlist

Winners to be announced at The Carlu in Toronto June 2

Sport Chek celebrates Raptors’ win in timely fashion

Out-of-home campaign celebrating victory launches within minutes of final buzzer

Former Roots executive takes the reigns at Kit and Ace

Wendy Bennison tasked with overseeing the retail brand's expansion