P&G Thank You, Mom – Strong | Rio 2016 Olympic Games

With 100 days until the Opening Ceremony of the Rio 2016 Olympic Games, Procter & Gamble, maker of Tide, Pampers and Head & Shoulders debuted the newest installment of its award-winning “Thank You, Mom” campaign by releasing the new video, “Strong.”

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 and “Strong” builds on that tradition of storytelling, with a fresh new take on the pivotal role moms play in their kids’ lives.

“Strong” explores the simple human truth that the daily courage moms show echoes at critical times throughout their kids’ lives. The film follows the Olympic Games journeys of four moms and their kids, showing the moments, both large and small, when a mother’s strength makes all the difference, and building to the moment each child summons their own courage on the world’s biggest stage – the Olympic Games.

“It was like I was watching my own story,” said Rosie MacLennan, Olympic Gold medalist and two-time Olympian in trampoline. “The strength my mom showed with her countless pep talks and unconditional support has always been my inspiration. P&G always recognizes the role our moms play and that’s why I’m so proud to represent both P&G and Tide at the Olympic Games.”

“Strong” was directed by Hollywood director Jeff Nichols, whose work includes the recently released and much talked about film, Midnight Special. “Strong” will appear in full form digitally as a two-minute video or in short form on television in more than thirty countries.

“This campaign began with the insight that behind every athlete is an amazing mom,” said Marc Pritchard, P&G Global Brand Officer, “Being the Proud Sponsor of Moms is a natural way for us to look at the Games because P&G brands are part of the journey moms of Olympians, and all moms, 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 moms for the role they play in raising strong children.”