With 99 days until game time, P&G unveiled the “Sochi 2014 Thank You Mom” advertising campaign this week. The initiative, which salutes the role of mothers in raising Olympic athletes, will include a new film series called “Raising an Olympian,” which showcases the journeys of various athletes from their moms’ perspectives. The series will begin with four videos featuring alpine skier Lindsey Vonn, figure skater Evan Lysacek, ice hockey player Julie Chu and sled hockey player Taylor Lipsett. Six more spotlighting different athletes are due in the coming months. The U.S. series of 10 films is part of 28 films globally, which can be viewed via P&G’s YouTube channel.
“The compelling stories are what make the Olympics special and what gives it that power to unite the world in every way. And not every story ends with a gold medal or a climb on the podium. Some of them are stories of struggles,” Lysacek told WWD after an exclusive screening of the video series in New York Monday afternoon. “For us to be a part of this campaign that focuses on each of our individual stories has been incredibly inspiring. I know it will be for the viewers. We’d be nothing without our mothers and so for a company to give a nod to our moms is why every athlete in the games — all 357 of the winter athletes — are so fortunate to work with P&G.”
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"