Proctor And Gamble Says "Thank You Mum" In Global Ad

Thousands of contestants are descending on London to battle it out for gold medal glory this summer.

For many of the athletes taking part, it is the crowning glory of their careers; the climax of a lifetime of exhausting early morning training sessions, lung-bursting workouts and endless hours spent on the practice pitch.   

But aren't we forgetting someone? The person who has been there all the time, supporting them throughout. Mum.

In their first-ever global ad campaign Proctor & Gamble are paying homage to these unsung heroines.

The Hardest Job In The World, celebrates all those early mornings that mums worldwide have put in to help their children train. The ad follows young gymnasts, swimmers, sprinters and volleyball players as they grow from sleepy children to medal-winning champions. All with the help of supportive mums.

The mums prepare nutritious breakfasts, heal injuries and are always there with an encouraging word. While the ad does show cultural differences between the athletes, they all share the unerring support of a loving mother.

P&G, an offical Olympic partner, rolled out the two-minute ad on social media platforms yesterday to mark 100 days until the London 2012 Games. Forming part of their Proud Sponsor Of Mums campaign, the ad represents the company behind Pampers, Ariel and Fairy.

Recut in different languages, the ad has proved a massive hit, earning over 280,000 views in just two days. Produced by Wieden & Kennedy, the ad, which has been shared 188,000 times, has instantly become one of the most popular ads to tie in with London 2012.