With a few weeks to go until the start of the Olympic Winter Games, Procter & Gamble (P&G), has unveiled a new ad, “Pick Them Back Up.” This comes after their tear-jerking “Thank You, Mom” campaign during the 2012 London Olympics (some dads criticised that they weren’t featured in it, which caused a bit of heat at the time).

This ad highlights the role moms play in athletes’ lives. They are the ones taking them to practice, tending to their wounds, motivating them to keep pushing, and rooting from the sidelines. And as the ad title suggests, picking them up literally and figuratively after every fall.

Within days of its launch, the YouTube video had more than 6.4 million views and over 350 000 shares, and ranks number one on Unruly’s Viral Video Global Ads Chart with over 150 000 social shares.

Apparently as part of the campaign, Proctor and Gamble plans on giving $1,000 Visa gift cards to moms of all 357 Olympic athletes to help with travel costs to the Games.