P&G Corporate Newsroom

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

P&G brands including COVERGIRL®, Pantene®, Bounty® and Gillette® to give moms of Olympians the
P&G Family Home and trip of a lifetime to Sochi 2014 Olympic Winter Games

Monday, January 6, 2014 9:32 am EST

Dateline:

TORONTO
"It means the world to me 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"

TORONTO--(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 Olay®, Tide® and Duracell®, today unveiled the short online film and new commercial, “Pick Them Back Up.” The film is a sequel to the company’s groundbreaking “Best Job” film, which debuted at the London 2012 Olympic Games and garnered more than 21 million views.

The company further demonstrated its commitment to moms by announcing the P&G Family Home. P&G brands will support and serve all moms and families of Olympians in Sochi, including Shanne Matthews, mother of Canadian Freestyle Skiier Rosalind Groenewoud and Cheryl Simundson, mother of Canadian Bobsledder Kaillie Humphries, both of whom are members of the P&G family of athletes.

P&G Presents “Pick Them Back Up”

Building on the momentum of the award winning short films “Best Job” and “Kids,” P&G is introducing the latest installment in the Thank You Mom campaign, “Pick Them Back Up.” The new film:

  • Celebrates how moms are there to pick their kids back up and encourage them to try again
  • Depicts the stories of four moms of athletes from around the world
  • Shows their journey to achieve their dreams and the important role moms play along the way

“With only one month to go, all eyes are turning toward the athletes of Sochi 2014,” said Thom C. Lachman, President, Procter & Gamble Canada. “At P&G we feel that behind every athlete is an even more amazing mom. She is there helping her child achieve his or her goal, no matter the obstacles along the way. That’s why we’re taking this moment to celebrate the person who helped the athletes get there – their moms.”

Alma Moir, mother of Canadian Olympian Scott Moir said, “When I saw the commercial for the first time, it immediately brought back memories of getting on the ice with Scott and teaching him how to skate for the very first time. It is true that children 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!”

“Pick Them Back Up” will appear in short form as television commercials in more than 20 countries across the world, including on national networks across Canada with the film in its entirety available online at www.pickthembackup.ca. 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.

P&G Provides “Home Away from Home” for Moms in Sochi with P&G Family Home

As part of P&G’s commitment to moms, brands such as Pantene®, Gillette®, Olay® and COVERGIRL® have come together to create the P&G Family Home for Sochi 2014. The P&G Family Home:

  • Is a gift to moms of Olympians around the world
  • Supports and serves all athletes, moms and families
  • Creates 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 February 8th through the 23rd offering 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 services for families with young children.

“Just as P&G brands like Pampers®, Crest® and Tide are with moms every day, our brands support moms of Olympians in the P&G Family Home with the everyday services that make an extraordinary difference when a family is far from home,” said Lachman.

The company is also sending moms of Olympians from more than 20 countries to Sochi 2014, including Shanne Matthews, mother of Canadian athlete Rosalind Groenewoud, and Cheryl Simundson, mother of Canadian athlete Kaillie Humphries.

Lachman continues, “We are delighted to be extending our commitment to moms beyond the P&G Family Home. We hope that this gives moms a once-in-a-lifetime opportunity to watch their children achieve their dreams of competing on the world’s stage.”

Additionally, P&G will celebrate and thank all moms of all Canadian athletes with a special gift that will help them not only tackle everyday challenges but also give them the means to stay in touch and connected to their child no matter where they are in the world. Each mom will receive a special package filled with her favourite P&G products from brands like Tide, Crest and Swiffer®, as well as a brand new 8-inch tablet, which will help moms stay in touch and focused on their child even if they are almost 10,000 kilometres away.

“It means the world to me 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 Tessa Virtue, Canadian Olympic Gold Medallist, Figure Skating. “Knowing that my mom will be there cheering me on allows me to fully focus on my competition without any distractions.”

P&G’s Thank You Mom campaign kicked off in October with the release of “Raising an Olympian,” a video series showcasing the journey of 28 world-class athletes, as seen through the eyes of their moms. The videos have collectively garnered more than 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 a full list of assets and information related to the P&G Thank You Mom campaign, including photos and video, visit pg.ca/moms.

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 http://www.pg.com for the latest news and in-depth information about P&G and its brands.

Contact:

Media Contact
P&G
Tala Arous, 416-730-4947
arous.t@pg.com
or
MSLGROUP
Natasha Newell-Vieira, 416-847-1335
natasha.newell-vieira@mslgroup.com

Multimedia Files:

Preview image
A scene from the latest installment in the P&G Thank You Mom campaign. "Pick Them Back Up" is a short film that shows an athlete's journey to achieve their dreams and the important role moms play along the way. (Photo: Business Wire)
Preview image
A scene from the latest installment in the P&G Thank You Mom campaign. "Pick Them Back Up" is a short film that shows an athlete's journey to achieve their dreams and the important role moms play along the way. (Photo: Business Wire)
Preview image
A scene from the latest installment in the P&G Thank You Mom campaign. "Pick Them Back Up" is a short film that shows an athlete's journey to achieve their dreams and the important role moms play along the way. (Photo: Business Wire)
Preview image