'Proud Sponsor of Moms' debuts 'Strong' ahead of Rio 2016 Olympic Games
TORONTO, April 28, 2016 /CNW/ - With 100 days until the Opening Ceremony of the Rio 2016 Olympic Games, Procter & Gamble (NYSE: PG), maker of Tide®, Pampers® and Head & Shoulders® debuted the newest installment of its award-winning "Thank You, Mom" campaign by releasing the new video, "Strong."
The critically acclaimed films from P&G's previous Olympic Games campaigns, 'Pick Them Back Up', 'Kids' and 'Best Job', are among the most viewed Olympic Games videos of all time and "Strong" builds on that tradition of storytelling, with a fresh new take on the pivotal role moms play in their kids' lives.
"Strong" explores the simple human truth that the daily courage moms show echoes at critical times throughout their kids' lives. The film follows the Olympic Games journeys of four moms and their kids, showing the moments, both large and small, when a mother's strength makes all the difference, and building to the moment each child summons their own courage on the world's biggest stage – the Olympic Games. To view "Strong" please visit: https://www.youtube.com/watch?v=MQ3k6BFX2uw
"It was like I was watching my own story," said Rosie MacLennan, Olympic Gold medalist and two-time Olympian in trampoline. "The strength my mom showed with her countless pep talks and unconditional support has always been my inspiration. P&G always recognizes the role our moms play and that's why I'm so proud to represent both P&G and Tide® at the Olympic Games."
"Strong" was directed by Hollywood director Jeff Nichols, whose work includes the recently released and much talked about film, Midnight Special. "Strong" will appear in full form digitally as a two-minute video or in short form on television in more than thirty countries.
"This campaign began with the insight that behind every athlete is an amazing mom," said Marc Pritchard, P&G Global Brand Officer, "Being the Proud Sponsor of Moms is a natural way for us to look at the Games because P&G brands are part of the journey moms of Olympians, and all moms, take with their kids every day. We see how strong moms are in every facet of their lives, and how their children draw on that strength as they grow. Through our campaign, we invite everyone to join us in saying 'Thank You' to moms for the role they play in raising strong children."
Each year, P&G's Olympic Games campaign is inspired by the research brands like Pantene and Bounty do to create products that work better for moms and families. Now for the first time, P&G brands are revealing some of that research in "The Global Mom Report," offering new insights about what it means to be a mom in today's world. Among the findings in the report:
IT'S NOT JUST WHAT MOMS SAY OR DO, IT'S WHO THEY ARE
MOTHERHOOD REQUIRES A NEW KIND OF STRENGTH, BUT MOMS ARE RISING TO THE CHALLENGE
As part of P&G's dedication to bringing the best to moms around the world each and every day, P&G brands will partner with Olympians and their moms on their journey to the Rio 2016 Olympic Games across 21 countries around the world including Canada, China, France, Germany, Japan, United Kingdom, United States, and host country, Brazil. Some of these athlete and mom partnerships include:
In celebration of the strength it takes to compete on the world's biggest stage, these athletes and their families will be hosted at the P&G Family Home in Rio de Janeiro, where they will enjoy a home away from home during the Olympic Games, complete with beauty and grooming treatments from brands like Pantene®, Gillette® and Head & Shoulders and a free laundry service from Tide.
About P&G's Olympic Games Program:
P&G brands are committed to giving moms the best, each and every day. Not just moms of Olympians, but all moms, all around the world. As a Worldwide Olympic Partner, when P&G brands like Tide, Gillette and Pampers partner with athletes on their Olympic Games journey, P&G also recognizes the mom who supported them every step of the way. For the Rio 2016 Olympic Games, 18 P&G brands in more than 35 countries will activate the Company's Olympic Games campaign through TV and digital content, in-store displays, public relations and social media.
About P&G
P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and information about P&G and its brands.
SOURCE Procter & Gamble
Video with caption: "VIDEO: P&G ‘Proud Sponsor of Moms’ debuts ‘Strong’ ahead of Rio 2016 Olympic Games". Video available at: https://www.youtube.com/watch?v=MQ3k6BFX2uw
Emily Walker, Citizen Relations, [email protected], 416 934 8067; Camille Wodka, Citizen Relations, [email protected], 416 306 6112
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