THE NEWS: Procter & Gamble Co. is debuting its latest Olympics ad that shows child athletes arriving in London and getting ready to compete. The ad comes as P&G ramps up marketing ahead of the London Olympics, which begin July 27.

THE CAMPAIGN: P&G's overall Olympics branding campaign is tagged, "Proud sponsor of moms." It also has 34 marketing initiatives with separate brands from Pampers to Duracell, and is sponsoring about 150 global athletes.

THE CONTEXT: Companies pay millions of dollars for Olympics sponsorships and marketing. They want to attach their names to the feel-good, can-do spirit of the games.