P&G Raises the Stakes in Its Latest, Darkly Brilliant ‘Thank You, Mom’ Masterpiece

W+K salutes moms for their strength ahead of Rio

We're exactly 100 days out from the opening of the 2016 Olympic Games in Rio, and less than two weeks away from Mother's Day. To mark both occasions, Procter & Gamble has brought back its "Thank you, mom" campaign for another round. And this time, the marketer has both broadened the scope of why it's celebrating moms and zeroed in on a particular attribute—their strength.

@nudd Tim Nudd is a former creative editor of Adweek.