According to P&G we wouldn’t have all the great Athletes gathered in London this summer without the moms. The athletes have trained thousands of hours and no doubt required a lot of help from a hardworking mom with endless laundry piles and lots of driving or coordinating transport to and from practice.

In this spot made by W+K Portland, P&G shows appreciation to and honors the moms and all the efforts made to help their children succeed. The message: Being a mom is the hardest job in the world, but also the best.

Besides the commercial P&G invites consumers to join them and take part in the “Thank You, Mom” campaign on Facebook and claim to be THE proud sponsor of moms!

That’s a damn brilliant sponsorship to take ownership of considering your core brands offer everything from diapers, detergents, cleaning articles to kitchen appliances!

I can’t help it, Nike just keep making the coolest ads and online films and now it is time to share yet another web film. As earlier written in a post last month, Nike+ is focusing on “making it count” - every day, every training is about getting one step closer to your goal. A branding concept very relevant with a year of both the EURO2012 and the Olympics.

This film shows how some of Nike’s athletes make it count to reach their goals, but with a cool twist in regard to one’s perception of a typical day in the life of a pro athlete.

Reebok have had the ZigTech shoes on the market for quite some time, but the commercials keeps getting better and better. I like the mix with animated film and the energy boost delivered by the many different endorsers.

I have gathered some of my favorites here, but visit Reebok’s Youtube channel to see more or check out Reebok.com.

Chad Ochocinco

Iker Casillas

Payton Manning

Gatorade is one of my favorite sports brands. They constantly upload some cool content or webisodes and now have made a new commercial to introduce all their endorsers and show how they manage to perform week after week.

All the endorsers are world-class athletes, who demand the best from their bodies. And they know that everything they do on the outside starts with what’s inside. So this campaign metaphorically examines the story inside the athletes. What drives them, what fuels them, what pushes them before, during and after their competitions and workouts.

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Also, if you’r a football fan remember to check out “Evervthing to Prove”, which is 10 small films about making it to the NFL.