The Procter & Gamble push was created for its Tide, Pampers, and Bounty brands and is inspired by the Rio 2016 Olympic Games.

Procter & Gamble has rolled out the latest installation of its Thank You, Mom campaign by releasing a new spot titled Strong. With less than a hundred days until the opening ceremony of the Rio 2016 Olympic Games, the emotional push was launched in conjunction its Tide, Pampers, and Bounty brands.

According to the company, the critically acclaimed films from the marque’s previous campaigns—Pick Them Back Up, Kids, and Best Job—are among the most viewed Olympic Games videos. The fresh push builds on said tradition of storytelling, with a fresh take on the pivotal role mums play in their kids’ lives.

The commercial explores the simple human truth that the daily courage mums exhibit echoes at critical times throughout a child’s life. Following the Olympic Games journeys of four mothers and their kids, the short captures heartfelt moments when a mother’s strength has made all the difference.

The Procter & Gamble video was directed by Hollywood director, Jeff Nichols, whose work includes the recently released and much talked about film, Midnight Special. The advertisement will feature in full form digitally as a two-minute slip or in short form on television across more than thirty countries.

“Being the proud sponsor of mums is a natural way for us to look at the Olympic Games because P&G brands are part of the journey mums of Olympians, and all mums, take with their kids every day,” said Marc Pritchard, Global Brand Officer at Procter & Gamble.

Less than 14 days into its release, the video had already garnered up to 10.3 million views at least on YouTube alone. In addition, P&G is also partnering with several American-hailing Olympians and their mothers.

The line-up now includes sprinter Allyson Felix (Bounty-sponsored four-time Olympic gold medalist) and mum, Marlean Felix; decathlon track-and-fielder Ashton Eaton (Gillette-sponsored Olympic gold medalist) and mum, Roslyn Eaton; and Dana Vollmer (Pampers-sponsored four-time Olympic gold medalist) and mum, Cathy Vollmer.

Two other athletes who are part of the arrangement include gymnast, Gabby Douglas (Venus-sponsored two-time Olympic gold medalist) and mum, Natalie Hawkins; gymnast Simone Biles (Tide-sponsored three-time all around world champion) and mum, Nellie Biles.

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