P&G Releases Latest 'Thank You, Mom' Instalment

Today we have the latest instalment in the P&G "Thank you, Mom" campaign. For the upcoming Olympic Winter Games in Sochi, P&G once again honours the amazing moms behind Olympic athletes in a spot titled, "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. This time, we acknowledge all the times our Moms were there to pick us back up, dust us off and encourage us to try again. It's these little moments of emotional support from all of our Moms that eventually lead to the bigger things that we all accomplish in life.

 

“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!”

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!”

The 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 campaign is also coming to life through a variety of media channels and in-store. 

Credits

CLIENT Procter & Gamble
PROJECT NAME    Pick Them Back Up
CLIENT CONTACT    Janet Fletcher

W+K PORTLAND
Creative Director/Copywriter    Kevin Jones 
Creative Director/Art Director    Ollie Watson
Senior Producer    Erika Madison
Account Team    Eric Gabrielson / Jesse Johnson
Strategic Planner    Dave Burg
Executive Creative Directors    Joe Staples / Susan Hoffman
Head of Production    Ben Grylewicz

PRODUCTION
Production Company    Park Pictures
Director/DP    Lance Acord
Executive Producer    Mary Ann Marino
Line Producer    Caroline Kousidonis
Production Designer    Jason Hamilton

EDITORIAL 
Editorial Company    Joint
Editor    Peter Wiedensmith
Post Producer    Ryan Shanholtzer
Post Executive Producer    Patty Brebner
Assistant Editor    Kristy Faris

VFX
VFX Company    A52
Executive Producers    Jennifer Sofio Hall / Megan Meloth
VFX Supervisor    Patrick Murphy
VFX Producer    Kim Christensen
Lead Flame Artists:    Patrick Murphy / Andy Bate
Flame Artist:    Steve Wolff
Roto Artists:    Cathy Shaw / Robert Shaw
CG Supervisor:    Kirk Shintani
CG Artists:    Erin Clark / Adam Carter / Joe Chiechi

MUSIC + SOUND DESIGN
Song    Primavera
Composer    Ludovico Einaudi
Sound Designer    Peter Wiedensmith

MIX
Mix Company    Eleven
Mixer    Jeff Payne
Producer    Caroline O’Sullivan