"Mom’s contributions to their kids’ lives are full of incredible sacrifices"
CINCINNATI--(BUSINESS WIRE)--Marking one month until the start of the Olympic Winter Games, Procter &
Gamble (NYSE:PG), a Worldwide Olympic Partner and the company behind
everyday brands like Duracell®, Vicks® and Bounty®, today unveiled the
short online film and new commercial, “Pick Them Back Up.” The new film
follows the company’s Emmy Award-winning “Best Job”film and
celebrates how moms are there along the journey to pick their kids back
up and encourage them to try again. One major part of that journey will
be watching their kids compete in Sochi. For those moms that traveled
all that way to support their athletes, P&G has announced they will be
on the ground for them with the P&G Family Home, where P&G brands will
support and serve all moms and families of Olympians in Sochi.
P&G Presents “Pick Them Back Up”
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 is introducing the latest installment in the Thank
You Mom campaign, “Pick
Them Back Up.” The new film depicts 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.
“I could see myself – and my mom – in the new P&G piece,” said Lindsey
Vonn, US Olympic Gold Medalist, Alpine Skiing. “As a child, and even
with my recent injuries, my mom has always been there encouraging me to
get back up when I fell. Her personal stories of resilience and her
constant support make me want to pick myself up and keep going.”
“Mom’s contributions to their kids’ lives are full of incredible
sacrifices,” said Jodi Allen, P&G VP of North American Marketing and
Brand Operations. “We’re so moved by these moms and the way they help
their children overcome obstacles to achieve their dreams. As athletes
are named to Team USA, we celebrate the person that helped get each
athlete there and who picked them up each time they fell – mom!”
“Pick Them Back Up” will appear in short form as television commercials
in more than 20 countries across the world. The spot will be available
online on P&G’s
YouTube channel on January 6th and will also be aired on U.S.
television, with a notable debut during the Golden Globes on January 12th.
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.
“When I saw the commercial for the first time, it immediately brought
back memories of Evan’s figure skating journey,” said Tanya Lysacek,
mother of U.S. Olympic champion Evan Lysacek. “This film really captures
what we’ve gone through with Evan. I always say that skating is a sport
of failure and you have to fall many, many times before you can really
make an element perfect. But that’s true for all children – they need to
fall again and again in life, and our job as moms is to pick them back
up, dust them off, and send them off to try again!”
P&G Provides “Home Away from Home” for Moms in
Sochi with P&G Family Home
Moms of U.S. Olympians spend their lives standing behind their children
as they work to achieve their dreams, so as part of P&G’s commitment to
moms while they watch their athletes compete, brands such as Pantene®,
Covergirl®, Bounty® and Gillette® have come together to create the P&G
Family Home for Sochi 2014. The P&G Family Home is a gift that will
support and serve all moms and families of Olympians around the world.
It is a “home away from home” where families can spend time together in
a relaxed and friendly environment.
Located in the Sochi 2014 Olympic Park, the Family Home will be open
from the 8th of February through the 23rd offering
athletes, their moms and families all the comforts of home. Brands like
Pantene, Covergirl and Gillette will be providing more than 1,000 beauty
and grooming services, while Pampers will be offering changing stations
for families with young children.
“P&G brands don’t just live at the finish line,” said Allen. “They are
with moms every day in their journey of raising a child, so during The
Sochi 2014 Olympic Winter Games, our brands will be there to support
moms of Olympians in the P&G Family Home with services that make an
extraordinary difference when a family is far from home.”
In addition to the Family Home, P&G is proud to offer thanks to all 357
moms of US Olympians & Paralympians with a gift of a $1,000 VISA gift
card to help them on their journey to Sochi, because after all the hard
work, some moms can’t afford to be there to watch their child compete.
“It’s so great that brands like Pantene, Covergirl and Olay are taking
care of my mom in the P&G Family Home and helping her experience the
comforts of home while she’s in Sochi,” said Lindsey Vonn, US Olympic
Gold Medalist, Alpine Skiing. “Knowing that my mom will be supported
while she cheers me on allows me to fully focus on my competition,
without any worries about those that flew all that way to be there for
P&G’s Thank You Mom campaign kicked off in October with the
release of “Raising an Olympian,” a film series showcasing the journey
of 28 world-class athletes, as seen through the eyes of their moms. The
videos have collectively garnered 19 million views since the launch. The
campaign is also coming to life through a variety of media channels and
in-store where two million retailers are featuring Olympic Winter
Games-themed P&G products, as well as branded end caps and displays.
P&G serves approximately 4.8 billion people around the world with its
brands. The Company has one of the strongest portfolios of trusted,
quality, leadership brands, including Ace®, Always®, Ambi Pur®, Ariel®,
Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®,
Fusion®, Gain®, Gillette®, Head & Shoulders®, Iams®, Lenor®, Mach3®,
Olay®, Oral-B®, Pampers®, Pantene®, Prestobarba®, SK-II®, Tide®, Vicks®,
Wella®, and Whisper®. The P&G community includes operations in
approximately 70 countries worldwide. Please visit http://www.pg.com
for the latest news and in-depth information about P&G and its brands.