P&G thanks Olympians' moms (again)

Ahead of the Rio 2016 Olympic Games, Proctor & Gamble (P&G) has once again released a moving video that puts the spotlight on the mothers of hopeful Olympians. And you know what? Ad Nut has no problem with that.

Even though we've seen this exact same formula for London and Sochi, Ad Nut must confess to getting pretty emotional watching the two-minute video, which flashes from athletes' receiving support from their mums at trying moments when young and their moments of truth at the games.

So Ad Nut must say “bravo!” to both brand and agency as tears are dabbed away with furry paw. It's still a great use of a sponsorship and perfectly in line with the core audience that buys the company's range of products. That said, it might be time to throw in a dad now and then, eh?

Now if you’ll excuse Ad Nut, this one deserves another watch.