Go bonkers

The hardest job in the world.

You may think one of the hardest jobs in the world is being an Olympian, but this new short film promoting P&G’s sponsorship of the games, out of Wieden + Kennedy, Portland and directed by Alejandro Gonzalez Inarritu, shows one role that may be a bit tougher than that.

The two-minute short is currently running on P&G’s Facebook page, with shorter versions to air on broadcast in May. The marketer calls itself “Proud Sponsor of Moms,” but it could also be very easily dubbed “Proud Sponsor of Tears,” given its continuing, highly emotional maneuvers for the “Thank You, Mom” campaign.