If you cried during Procter & Gamble's tribute to moms during the 2012 London Olympics, you may want to get out the tissues again.
The consumer packaged goods giant is introducing a sequel to that ad for the 2014 Winter Olympics in Sochi, Russia. Like the previous ad, this one shows moms helping their young athletes go to practices, absorb disappointments and, of course, get back up again to compete. In both ads, the kids also get older through the ad and culminate with them competing in the games.
While the London ad (called "The Best Job"— see below) started with kids around 6 years old or so, the Sochi ad ("Pick Them Back Up") begins with 1-year-olds just learning to walk. With ice skating, snowboarding and hockey in the mix, there are more opportunities for kids to fall and for their moms to be there to dust them off.
Known for spending billions of dollars in advertising for brands like Tide, Charmin and Bounty, among others, P&G doesn't often highlight itself in ads. The focus on moms resonated in 2012, though, and became a viral hit, garnering more than 21 million views, the company claims. In addition to this ad, P&G is also highlighting Olympians like skier Lindsey Vonn and the role Vonn's mother had in her success on its YouTube channel. The event is scheduled to begin on Feb. 6.
P&G has also been a strong proponent of TV advertising over the years and is credited with inventing the soap opera. However, Marc Pritchard, CMO of P&G, told Mashable that things have changed, even from two years ago in London. "I really think about it as digital first," he says. "We think of search and social and video and display as the first focus. That's where our consumers are spending their time."

Procter and Gamble BEST JOB from Wieden + Kennedy London on Vimeo.
Image: Getty/Kirill Kudryavtsev