As the countdown to the start of the 2014 Paralympic Winter Games begins, Worldwide Olympic Partner Procter & Gamble (NYSE:PG) debuts “Tough Love”, its first spot created specifically for the Paralympics to continue to raise awareness for the event and the Paralympians who are among the most inspiring athletes in the world. P&G is proud to count snowboarder and Duracell® athlete Amy Purdy, sled hockey player and Bounty® athlete Taylor Lipsett, and alpine skier and Tide® athlete Caitlin Sarubbi, as part of the P&G family of Paralympic athletes.
Paralympic Snowboarder Amy Purdy, narrator of the film “Tough Love” (Photo: Business Wire)
Narrated by Amy Purdy, “Tough Love” celebrates Paralympians and the moms and families that support them on their journeys. The spot tells the extraordinary stories of Paralympic athletes and their moms, capturing their daily courage, determination, creativity, toughness and ultimate joy when they succeed against great odds. “Tough Love” is part of P&G’s Thank You, Mom campaign, which also features the “Raising an Olympian ” film series, showcasing the journey of 28 world-class athletes, including Paralympians Amy Purdy and Taylor Lipsett, as seen through the eyes of their moms.
“We’re committed to raising awareness and sharing excitement around the Paralympic Games,” said Jodi Allen, P&G VP of North American Marketing and Brand Operations. “No athlete gets to the Olympic or Paralympic Games alone. This is even more true of Paralympians, whose moms suspend fear and exhibit tremendous courage and resourcefulness in supporting their kids’ dreams, day in and day out, even in the face of naysayers. Through ‘Tough Love’, we want to honor and showcase their stories, and through them all moms who support their kids’ dreams.”