There's a lot of things that are inevitable when an Olympic Games is 100 days away: athlete profiles, medal predictions, host city controversy and, at least since 2010, a Procter & Gamble 'Thank You, Mom' commercial.

P&G first launched their 'Moms' marketing campaign to correspond with the Vancouver 2010 Olympics:


The viral success of the campaign meant P&G wasn't about to let up on pulling at the heartstrings of its consumers, and they followed up with a dramatic rebirth of the message in 2012 to correspond with the London Summer Olympics. That particular spot was directed by Alejandro González Iñárritu, though a few years before he had two Oscars to his name. 


Though the spots focus on sport and Olympic athletes, they were universally accepted for their underlying message about love, support and motherhood. Wednesday, to correspond with 100 days until the Rio 2016 Games, P&G released their latest #ThankYouMom spot called 'Strong':


And it didn't take long for the commercial to catch attention on social media.

There were the Canadian athletes:


The American athletes:


And even celebrities who aren't athletes at all:

If nothing else, P&G's latest commercial is a short two-minute reminder that behind every Olympic athlete's short public moment of glory is an endless supply of private moments of struggle and support to get them there.

The spot ends with the simple message: "It takes someone strong to make someone strong."