Campaign details

Brand: Tide
Client: Amy Krehbiel
Agency: Saatchi & Saatchi New York

Tide #bradshawstain blurring the line between advertising and reality

In 2017, we wanted to use America's biggest stage - the Super Bowl - to celebrate America's #1 detergent - Tide. We wanted more than just an ad. But we also wanted more than just an arbitrary stunt. Could we use human insight to game the Big Game?

We knew the Super Bowl was a huge stage. 100 million people watching. And we knew that the bigger the stage, the bigger a stain feels. We also knew people were watching on television... but only while they were simultaneously posting and tweeting about the experience online. and we knew people on the Internet love nothing more than to spot someone else's mistake.

That insight triggered a question...

Could we put a stain on a legendary football commentator during the live broadcast?