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!

Roger Federer, the incredible popular and most celebrated player now gives fans some small personal insights with a small series made by Wilson Racquets and the agency Doner.

In 2011 Fed didn’t win any major, he turned 30 and some talk started about his further tennis career. Then Federer stepped up his game during November and the tennis world immediately was buzzing again. Now in conjunction with the 2012 Australian Open, Wilson has launched a new campaign that gives fans a chance to get inside Fed’s head and hear the stories of the man himself with his own words.

Doner has created a collection of work that features Roger’s reflections on what motivates him in the game and his development as a player to capitalize on the buzz surrounding the world renowned player’s stake in 2012. The interview-style ads offer a candid look into Roger’s mindset as he embarks on the quest to win one of the big titles this year.

Along with a television ad, Wilson’s Facebook page will feature longer videos of “Inside Fed’s Head.”

For now you can check out the 30 sec spot “Development” below:

Pepsi Max is as earlier written the official soft drink of the NFL and have especially been focusing on the Pepsi Rookie of the Week. However, as the playoffs is getting closer each day, Pepsico has decide to increase the amount of advertising concerning the NFL in general - guess, it will increase further until the Super Bowl in February.

The New York Jets from AFC, who currently is 6th seed with 8-6 and thus in the playoffs wildcard game, apparently was picked out by Pepsico and TBWA/ Chiat/Day to get a halftime locker room peptalk.The team have two matches remaining in the regular season and need to step it up this saturday, when New York Giants “come” to visit Metlife Stadium. Both teams are actually sponsored by Pepsi Max due to a corner partnership with Metlife Stadium, but Pepsi Max will obviously try to give Jets the feel of home field advantage.

Time to check out Mark Sanchez’s acting skills:

Audi are currently sponsor of both Real Madrid C.F. and FC Barcelona and to highlight the forthcoming El Clasico match between the two teams, Audi and DDB Spain drops a new visual to mark the biggest rivalry in football.

The high-end car manufacturer used two Audi A1’s to creatively shape and draw two football players on a track via hundreds of tactically positioned tire marks.

The result is absolutely amazing:

Cheerios were looking for an great idea to activate their sponsorship of the Canadian Olympic 2010 team and contestants. The answer was a Cheer card on the Cheerios box, which were sent to the olympians during the Games. The campaign involved TV, online, packaging and not least created a cool link to the events taking place at the Olympic Games.

To me the idea is not only well-integrated, but also a good case in regard to making it easy for the consumers to show support and take an active part in the sponsorship. Lots of sponsorships are only advertised and communicated and not put into life or activated in any way, which makes this award winner even more apprehensible.

Send Your Cheer from Daniel Vendramin on Vimeo.