Mother’s Day is this Sunday – all across the country, daughters and sons will give their mothers a big hug and a heartfelt but inadequate ‘thanks for all you do’. The National Retail Federation estimates that this year, Americans will spend an estimated $21.4 billion on Mother’s Day, up from 2015’s $21.2 billion, ranking third on consumer spend among retail holidays, behind Christmas and Back-to-School. With figures like those, it’s no wonder marketers spend big on mother’s day campaigns.

P&G, the parent company of brands like Bounty, Tide, Pampers, Dawn, Febreze and more, has long marketed itself as an ally to mothers all over the world. P&G has been a long-time global sponsor of the Olympics and it’s created several campaigns centered around Olympians and their mothers.

For the 2012 London Olympics, it launched its popular Proud Sponsor of Moms campaign, which celebrated the roles of mothers all around the world. The spot begins with mothers all over the world gently waking up their children for practice and ends with the written declaration “The hardest job in the world, is the best job in the world. Thank you, mom.”

Following the success of its 2012 campaign, P&G has released several similarly-themed campaigns. For this year’s 2016 Rio Olympics, P&G has no intention of letting moms go. Just last week, the 170-year old brand released its newest Olympic spot, right in time for Mother’s Day. This one highlights mom’s protective and supportive instincts – saving kids from tornadoes, standing up to bullies, and always being supportive.

So this Sunday, don’t forget to thank your mom, whether you’re an Olympian or just another grateful kid. Happy Mother’s Day!