News Release

Procter & Gamble Debuts “Pick Them Back Up,” Follow-up to Award-Winning “Best Job” Ad Campaign

At The Sochi 2014 Olympic Winter Games, P&G brands including Tide®, Pampers® and Gillette® to give moms of Olympians a home base with the P&G Family Home

Monday, January 6, 2014 9:15 am EST



Public Company Information:

"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 me.”

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.

For more information on the P&G Thank You Mom campaign, including videos, visit

About P&G

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 for the latest news and in-depth information about P&G and its brands.


P&G Communications:
Sarah Pasquinucci, 513-983-2324
Marina Maher Communications:
Rena Dubs, 212-485-6834

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