This winter is hitting the Midwest hard. It’s currently -1 degrees in Ohio and we’re expecting temps to drop below -10 by this evening. It’s pretty easy to get discouraged by the weather, especially after spending a few years in the warmth of California, Georgia, and Florida. But this weekend, I got amped up for the next few months in sports. Any marketing or storyteller nerd like myself drools when the Super Bowl comes around, as we watch the big hitters step up to bat in televisions most competitive ad space. But this year, we get to experience the Winter Olympics, with March Madness peaking up right behind it. My television has sat unused for most of the year, but it’s time to change the batteries in the remote. Nevermind the winter weather; I’ll soak up these sports events with an endless supply of coffee.

This week, I attribute my enthusiasm to Mashable, which featured a touching video from Procter & Gamble called “Pick Them Back Up“. An ode to moms, this short film tells the story of athletes starting from birth until their peak moments; the Winter Olympics.

It’s a great example of when “this” is actually about “that”. The ad is primarily a heartwarming piece, meant to evoke emotions and create a warm, fuzzy feeling. The “Proud Sponsor of Moms” tagline is phenomenal in execution and delivery. Families: who in your household buys the Tide detergent, the Pampers diapers, or the Bounty paper towels? We all know the typical answer here and can see just why P&G would spend millions to send a shout-out to mothers around the globe.

But this ad isn’t about laundry soap or household goods. Data gatherers probably won’t be able to note how many people went out and bought Tide rather than a household competitor after watching this commercial. If you weren’t paying attention in the last few seconds (or couldn’t see past the tissue that you’re dabbing to your eyes), you would have missed the brand logo altogether. This short is about the appreciation and love that each and every person out there wants. It’s the attribution of appreciation rooted in a global event that is knocking on the front door of media outlets globally.

Content marketing makes a brand human. It’s authentic and it’s relatable.  It tells a story that we can feel.