The Winter Olympics are still a month away, but that isn't going to stop major sponsors and corporations to try to cash in on the event early.
In this new commercial from Procter & Gamble, children ranging in age from newborns to young adults are shown falling down over and over again. Inside on the carpet. Outside in the driveway. On the ice outdoors while playing hockey. On the ice skating rink while practicing a difficult turn. And every single time, there's a mom to help the fallen victim pick themselves back up and try again. Midway through the commercial, these young troopers make way for adults competing in the Winter Olympics, with their moms nearby watching their path to glory. Thankfully for everyone, there's no picking up required this time around. And, naturally, it's mom whom the triumphant athletes turn to first as they bask in the glow of their hard-earned victory.
"For teaching us that falling only makes us strong. Thank you, Mom," the ad reads at the end.
The more cynical viewer might see this as a lengthy ad showing just how pushy moms can be — we don't need medals to be winners! — but for most, this ad will probably result in a lot of tears and a few calls back home.
Watch the teary ad below:
The Winter Olympics kick off Feb. 7 on NBC.