Procter and Gamble strike again with their mom tearjerkers. We've seen this tactic before in best job London Olympics, and proud sponsor of moms | Winter Olympics 2010... and yet, it still works. This shows each athlete from their baby steps to their first ski-fall, to their cold feet and mom pampered boo-boos. Until the moment they compete in the Olympics. Thank you mom, for teaching us all to get back up again when we fall. That everything is going to be OK. That we can do it.

Ad agency: Wieden + Kennedy Seattle

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.