P&G: Lead with Love

A whole five years after Procter and Gamble (P&G) unveiled ‘Thank You Mom’, its Rio 2016 masterpiece which celebrated the mothers behind Olympic and Paralympic champions, it's gearing up for the postponed Tokyo 2020 Games, and the Tide and Always owner is looking to reduce viewers to tears once more by shining its spotlight on parents.

The FMCG giant has unveiled a multibrand campaign inspired by the many Olympic and Paralympic athletes who are not only achieving athletic greatness, but are also commiting to acts of good and making a positive difference in their communities.

Feeding into P&G’s wider ‘Lead with Love’ push, these sporting protégés are the stars of two new films marking the FMCG brand’s Olympic partnership.