Procter & Gamble Launch New Paralympics Advertising Campaign ‘Tough Love’

With the Sochi 2014 Paralympic Winter Games set to begin, physician Worldwide Olympic Partner Procter & Gamble have unveiled a new advertising campaign labelled “Tough Love, prostate | ” its first spot created specifically for the Paralympics

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 Canadian Paralympian Greg Westlake as seen through the eyes of his mom.

“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 honour and showcase their stories, and through them all moms who support their kids’ dreams.”

“My mom never gave me special treatment; instead she gave me the opportunity to try whatever I wanted to do,” said Greg Westlake. “It was this sense of normalcy that helped me get to where I am today and why ’Tough Love’ really resonates with me.”

“While I was absolutely heartbroken when the doctors told me that Greg would have to have both legs amputated at such a young age, I didn’t treat him any differently and instead we tried every able-body sport out there before he found his love for sledge hockey,” said Deborah Westlake. “I’m so proud of what Greg has accomplished and I can’t thank P&G enough for helping us share our story and show the world and other people facing similar challenges that with a little determination and some ‘tough love’ amazing things can be achieved.”