Procter & Gamble 'best job' by Wieden & Kennedy Portland

Procter & Gamble has released an Olympics-themed global campaign by Wieden & Kennedy Portland as part of its "proud sponsor of mums" activity.

The work was directed by Alejandro González Iñárritu, who shot Babel, 21 Grams, Amores Perros and the "write the future" spot for Nike.

It aims to "honour the amazing mothers behind Olympic athletes" and shows the hard work mums do to raise their children to see them succeed.

The two-minute spot will launch exclusively online to P&G Facebook fans on 17 April. Shorter, localised versions of the spot air on TV from 8 May.

The work was written by Kevin Jones and art ?directed by Ollie Watson. The production company was Anonymous Content.

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.