The London games have been uplifting, heartbreaking, and all-around inspiring. Yet, no matter how fast you click the remote, good, bad and politically-charged advertising still punctuates the epic feats of athleticism. Unlike America’s annual Super Bowl advertising spectacular ­– which makes us gasp, laugh, and roll our eyes – the Olympic promos tend to tug at our heartstrings and stir up our sense of purpose.

The best commercials are often a combination of unique, relevant, heartfelt, surprising, comical, poignant, and awe-inspiring. One of my favorite approaches this time around is Proctor & Gamble’s ‘Thank You Mom’ campaign, which includes TV spots and social media. This clever appeal to the masses (and to moms who buy P&G products) makes viewers take a moment and think about the essential support of mom.