Just in time for Mother’s Day which is coming up, Procte and Gamble released its annual tribute commercial to moms in a very touching television spot dedicated to mothers that help make us strong.

Prepared for the Rio Olympic Games, the spot, conceptualized and brought to life by global advertising and marketing firm Wieden + Kenned, captures all the ways mom helps us be strong in times of great adversity.

“For being brave because that’s what she wanted us to become,” the presentation of the spot on the firm’s website reads. “Because it takes someone strong to make someone strong.”

Bravo P & G! (and Weiden +Kennedy)