NEW YORK, May 14 (Reuters) - What is missing from the

Paris 2024 Olympics? A tear-jerking corporate advertising

campaign from Procter & Gamble ( PG ) saluting the mothers of

athletes.

The consumer products maker, one of the world's biggest ad

spenders and a sponsor of the Olympics, is instead focusing its

marketing at the Games on its individual brands including

Pampers diapers, Gillette razors and Ariel detergent.

The move is a step-change for P&G, whose prior Olympics

advertising campaigns emphasized the values of the

Cincinnati-based company, struck an emotional chord and were

among the company's most successful by sales and views,

according to the website of Wieden+Kennedy, the agency that

worked on the commercials.

"In the past, we've had both a P&G and a brand focus, and

this time we just really decided we're going to go focus, not

100%, but much more prominently, on brands," said P&G chief

brand officer Marc Pritchard. "That's what consumers that we

serve are familiar with."

Procter & Gamble ( PG ) has reduced its spending on Olympics

advertising in the United States by 50% over the last several

Games, after previously spending tens of millions of dollars

with U.S. broadcaster NBCUniversal, Reuters reported last month.

The company is one of the biggest global marketers of

consumer products by revenue, selling roughly $82 billion worth

in its fiscal year ending June 30, 2023.

It spends about $8 billion annually on advertising.

Pritchard said that for the upcoming Games, P&G is launching

advertising for more than 30 of its brands, more than ever

before.

"Our message really is serving the Olympic and Paralympic

athletes, their families and fans around the world," he said.

"There's a bit of an everyday focus on it."

For example, P&G marketing at European retailers will

emphasize the idea that its products are "everyday champions" in

household tasks, according to the company. The company's biggest

marketing push is in Europe because it is the host region for

the Games, Pritchard said.

Sponsors of the International Olympic Committee (IOC),

including P&G, pay upwards of an estimated $100 million for the

right to use the famous Olympic rings in their marketing

materials, according to the Reuters report.

P&G launched its first ever corporate advertising campaign

highlighting the company rather than the household products it

makes for the 2010 Vancouver Olympics, according to

Wieden+Kennedy.

The global, multi-year campaign, called "Thank you, Mom,"

showed the sacrifices mothers around the world make to help

their children become Olympic athletes, and the lessons they

teach them, like sportsmanship.

Sales of P&G products in the U.S., its biggest market, and

Europe have been strong this year even as consumers face record

levels of inflation. But lower sales in China have overshadowed

those gains.