P&G Supports Athletes and Mothers Ahead of the Sochi Winter Olympics TV commercials and talk shows also launched

Procter & Gamble (P&G), a Worldwide Partner of the Sochi Winter Olympics opening on February 7, has adopted "Official Sponsor of Moms" as its global theme. They are conducting various activities to support not only Olympic athletes but also the mothers who devotedly support them. The company also ran its "Thank You Mom" campaign during the 2012 London Games, where videos depicting the bond between athletes and their mothers became a global sensation.

P&G Japan is broadcasting and releasing TV commercials and web videos as part of its "Official Sponsor of Moms" campaign. The company produced two commercials featuring figure skaters Daisuke Takahashi and Yuzuru Hanyu: "Thank You, Mom (Daisuke Takahashi)" and "Thank You, Mom (Yuzuru Hanyu)". Set at the rink-side, each athlete shares memories with their mother about why they started skating and her support with laundry and bath preparations. Alongside childhood photos, practice footage, and competition clips, the two show their "true selves" as sons, expressing gratitude with the words "Thank you, Mom" for her support. The company is also running a giveaway campaign where participants can win prizes like replica uniforms signed by both athletes or ice show tickets by answering quizzes or purchasing eligible products.

 

Additionally, on January 22, the company jointly hosted the "Mom and Athlete Bond Talk Show" with the Japanese Olympic Committee (JOC) at the Ajinomoto Training Center in Kita Ward, Tokyo. This event was part of the "JOC・P&G Family Project," which aims to convey family bonds through the Olympics. Figure skater Fumie Suguri and her mother, Kaoru, appeared at the event, discussing the "bond between mom and athlete" that supported her growth and success as an athlete behind the scenes. Ms. Murashima expressed gratitude for her mother's support and stated her desire to repay that support through social contributions. Kaoru shared a message for her daughter, stating that the days they walked together are her own treasure. Ms. Murashima also sent encouragement to the Japanese Olympic team regarding the Sochi Olympics, saying, "If you give your all with all the effort you've put in so far, you can win a medal of a good color."

Campaign site: myrepi.com/thankyoumom-jp