Satrajit SenPublished: 8 Jan 2014, 12:00 AM
Digital

Viral Now: P&G salutes moms, again

The new film features the stories of four moms of athletes from around the world. It shows their journey to achieve their dreams and the important role moms play along the way.

The story of Sachin Tendulkar actually began when his elder brother Ajit spotted the talent in the young star and assisted him to the coaching centres. The same goes for all athletes, or whosoever is famous in their respective domains, when the spark in them is noticed and nurtured by someone, probably from the family.

Viral Now: P&G salutes moms, again
Consumer goods giant P&G took this idea forward with its new instalment of the "Thank You, Mom" campaign. Building on the momentum of the award winning short film "Best Job," which debuted prior to the London 2012 Olympic Games and garnered more than 21 million views, P&G has launched the campaign titled "Pick Them Back Up."

The new film portrays the stories of four moms of athletes from around the world, and shows their journey to achieve their dreams and the important role moms play along the way.

Conceptualised by advertising agency Wieden + Kennedy, the commercial is released as a sequel for February's Sochi Winter Olympics. Published on January 5, the video has received more than one million views till the time of filing the report.

"Pick Them Back Up" will appear in short form as television commercials in more than 20 countries across the world. The spot is available online on P&G's YouTube channel and will also be aired on US television, with a notable debut during the Golden Globes on January 12.

The film also features music created by the same world-renowned composer from "Best Job," Ludovico Einaudi. Known for his emotive and effortlessly lyrical music, Einaudi's new composition evokes the love, passion and commitment that moms have for their children.

As part of the campaign, P&G is sending $1,000 Visa gift cards to each of the 357 Olympic athletes' moms, intended to help them travel to Sochi.

In 2012, Olympic Games athletes and hopefuls were shown sharing how their moms' love and support fuelled their dreams. The ad won the Emmy for Best Primetime Commercial, as well as two gold Lions and three silver Lions at Cannes.

P&G is a Worldwide Olympic Partner and the company behind everyday brands like Ambi Pur, Ariel, Duracell, Gillette, Head & Shoulders, Olay, Oral-B, Pampers, Pantene, Tide, Vicks and Whisper, among others. The company serves approximately 4.8 billion people around the world with its brands.