P&G Thanks Olympians’ Moms in Tearjerking Campaign

By Bob Marshall 

Throw some plastic over your keyboard, because this new campaign is bound to turn on the waterworks for many, even you heartless, jaded advertising professionals.

Kicking off what’s being declared P&G’s biggest campaign in the company’s 174-year history is the above two-minute spot, “Best Job.” Shot in London, Rio de Janeiro, Los Angeles and Beijing by award-winning director Alejandro González Iñárritu (21 Grams, Babel, Amores Perros, Nike “Write the Future”),“Best Job” launched today on TV and social media, coinciding with April 17 marking 100 days until the upcoming Olympic Summer Games in London. The “Thank You, Mom” campaign by W+K (with VFX by The MIll) also features a custom tab on P&G’s Facebook page, which allows visitors to send personal notes of gratitude to their mothers which are posted to a stream on the app and to users’ Walls.


So, if you mom is still alive, consider sending her a quick message of gratitude, via Facebook or other means. And, if you’re fortunate enough to be watching the Olympics this summer with her, give her a hug, a kiss, and a quick thanks. Even if you didn’t become a world class athlete (or avoided sports altogether), chances are you mom was always your biggest fan. Visit the “Thank You, Mom” Facebook page here.