Tide's Super Bowl Stain

Procter & Gamble created a Super Bowl TV and social media campaign in 2017 to mesh seamlessly with live game commentary and convince viewers to buy Tide detergent.

Brand: Procter & Gamble

Agency: Saatchi & Saatchi

Country: US

Campaign summary

This case study for P&G is about a Super Bowl TV and social media campaign that created an illusion of reality to mesh seamlessly with live game commentary. Akin to a giant practical and very public joke that everyone was in on, including Fox network, the NFL, and fan-favorite commentator Terry Bradshaw. Everyone that is, except the viewers.

The setup: Terry Bradshaw discovers an epic barbecue stain on his shirt just before half-time and what happens then.

The ground-breaking campaign received:

  • 6.3 million views...

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