There’s A Mom Behind Every Champion, And P&G Is Behind Every Mom

The Olympics are endowed with many emotional, forever memorable moments. Athletes train their entire lives to appear on this world stage–a stage where the heartbreak of a loss or the triumph of a win are as real as they are overwhelming.

Proctor and Gamble, and its agency partner Wieden + Kennedy, smartly built a content marketing campaign (with PR intentions) around all the little moments that lead the big ones.

Here, take a look at “Raising an Olympian” storytelling from some of the top craftsmen in the game:

P&G is “Proud Sponsor of Moms,” and these particular moms (and their sons and daughters) have been through so much together, to get to London and compete at this level. The least we can do is wash our clothes in Tide, right? That’s us doing our small part for Olympic champions and everyday champions.

Olympic Games-themed P&G products are being featured in four million of stores across the globe through August.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.