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P&G Launches A Campaign for the London Olympics With an Ode to Mom

This tear-jerker is part of Proctor & Gamble’s “Thank you, Mom by P&G” push for the 2012 London Olympics. Launching 100 days before the Games, the clip, called “Best Job,” is available on a Facebook page dedicated entirely to the campaign. In addition to the video, there’s a scrolling page containing “Thank you, Mom” messages from visitors, an app, and a website dedicated to the campaign. The company is also raising $5 million for youth sports groups around the world and is donating more than $50,000 to KidSport Canada.

According to the PR firm Taylor, which is working with the campaign, this is the largest push in the company’s 174-year history and is part of the company’s partnership with the International Olympic Committee. This video was shot in London, Rio, Los Angeles, and Beijing by filmmaker Alejandro González Iñárritu. The campaign will continue through the end of the Games, which start July 27 and end August 12.

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