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https://youtu.be/MQ3k6BFX2uw

Ad Week: P&G Raises the Stakes in Its Latest, Darkly Brilliant ‘Thank You, Mom’ Masterpiece

We’re exactly 100 days out from the opening of the 2016 Olympic Games in Rio, and less than two weeks away from Mother’s Day. To mark both occasions, Procter & Gamble has brought back its ‘Thank you, mom’ campaign. And this time, the marketer has both broadened the scope of why it’s celebrating moms and zeroed in on a particular attribute—their strength.

The spot was created by Wieden + Kennedy in Portland, Ore., and directed by Jeff Nichols of Rattling Stick. And while previous installations of ‘Thank you, mom’ have mostly focused on the effort and sacrifice mothers make specifically in helping their sons and daughters train for sports, this new spot goes further.