Procter & Gamble's Olympics advertising campaign demonstrates the increasing interplay among ads on TV and the internet, particularly social networks.

Marc Pritchard, the company's global brand building officer, told AdAge he credited the internet and social media with helping to boost its ads for TV released in conjunction with the Summer Olympics. P&G is one of the official sponsors of the 2012 London Games.

"What's important from a marketing standpoint is the fact that part of our jobs as brand builders is to create content that people want to share," he said to AdAge.

The premiere spot in the campaign is the "Best Job" video ad. That spot featured a 2-minute montage showing mothers from around the globe raising their children to eventually become Olympians. From April 17 through August 9, the internet video ad had almost 6 million views and more than 35,000 likes on YouTube.

The company's mom-centric Olympics ad campaign also included 10 videos about the relationship between Olympic athletes and their mothers. The mini campaign featured gymnasts Gabby Douglas and Jordyn Wieber, swimmer Ryan Lochte and other competitors whose profile has been raised by this year's games.

Proctor & Gamble is hoping to generate $500 million in sales as a result of its Olympics efforts, AdAge reported.