• The New York Times, Tuesday, April 17, 2012 10:40 AM

Today Procter & Gamble introduces this year's “Thank You, Mom” Olympics campaign focusing on athletes' moms. The latest campaign is its biggest. The effort was first introduced in 2010, via Wieden & Kennedy for the Vancouver Olympics. The new campaign, which includes digital media, print and television ads and a mobile application centers on a television ad lasting a minute and 20 seconds and showing the mothers of young athletes preparing them for their day. The spots feature mothers and children (played by actors) in four Olympic cities past, present and future: Los Angeles, Beijing, London and Rio de Janeiro.

The spot, directed by Alejandro González Iñárrit, starts in the twilight of morning as each of the mothers wakes up her young child, prepares breakfast (beans and toast in London, dumplings in Beijing) and gets the child off to practice. The mothers then return home to do laundry, wash dishes and make beds.

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