Meet the Superhuman Moms in P&G's Stirring Ad for the 2014 Paralympics

Raising 'the world's toughest kids'

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Procter & Gamble's "Tough Love" ad, which celebrates the pride and determination of athletes and their moms ahead of next month's Paralympic Winter Games in Sochi, Russia, manages to play on the heartstrings without hitting a saccharin note.

Not long ago, images of kids without limbs struggling to excel in sports would have been viewed as appropriate for fund-raising PSAs but too downbeat for other types of advertising. It's a mark of how far we've come that such visuals are now seen as inspiring and triumphant.



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