Tide: Bradshaw Stain, 3

Credits & Description:

Title: Bradshaw Stain
Agency: Saatchi & Saatchi
Brand: P&G
Corporate Name of Client: Proctor & Gamble
Country: USA
Entrant Company: Saatchi & Saatchi, New York
Advertising Agency: Saatchi & Saatchi, New York
Media Agency: Hearts & Science, New York
Pr Agency: Mmk, New York / Taylor, New York
Production Company: Nylon Studios, New York / The Mill, Los Angeles / Rattling Stick, Santa Monica / Company 3, New York / Arcade Edit, New York
Additional Company: Heard City, New York / Mktg, New York
Ceo: Andrea Diquez (Saatchi & Saatchi Ny)
Chief Creative Officer: Javier Campopiano (Saatchi & Saatchi Ny)
Executive Creative Director: Paul Bichler (Saatchi & Saatchi Ny)
Creative Director: Chad Baker (Saatchi & Saatchi Ny)
Copywriter: Will Danilow (Saatchi & Saatchi Ny)
Art Director: Lisandro Ancewicz (Saatchi & Saatchi Ny)
Copywriter: Blake Morris (Saatchi & Saatchi Ny)
Executive Producer: Dani Stoller (Saatchi & Saatchi Ny)
Svp, Regional Business Director: Nick Miaritis (Saatchi & Saatchi Ny)
Vp, Account Director: Ryan Martin (Saatchi & Saatchi Ny)
Account Supervisor: Jen Brotman (Saatchi & Saatchi Ny)
Account Executive: Emily Hook (Saatchi & Saatchi Ny)
Global Planning Director: Tiffany Graeff (Saatchi & Saatchi Ny)
Senior Strategist: Naya Mukherji (Saatchi & Saatchi Ny)
Digital Director: Alan Lin (Saatchi & Saatchi Ny)
Senior Business Manager: Lisa Rimmer (Saatchi & Saatchi Ny)
Campaign Description:
#BradshawStain is the execution of “the bigger the stage, the bigger the stain”. When you have a stain on your shirt, and the more people notice it, the bigger deal it is. When 100 million people see a stain on live TV, it’s a very big deal.
Synopsis:
Tide asked us to become “the most loved brand of the Super Bowl.” With the brand’s past successes of “Talking Stain” and “Miracle Stain,” the bar was set high and the client openly said, “if we don’t love anything, we won’t make anything.” Keeping that in mind and knowing our unique target, all of America, we decided that the best way to get people talking about detergent (and laughing) was to think about the Super Bowl’s media differently and to get our brand into the live broadcast.
Relevancy:
Consumer interaction and participation was key to the success of #BradshawStain. If viewers did not notice the stain on Terry’s shirt, and post about it on social media, our elaborate Super Bowl ad would have been dead on arrival. A well-executed promo led viewers to take the bait, and before long #BradshawStain was trending.
Outcome:
We reached over 100MM people during the game and 6.35MM went and watched our commercial online. Between the stain chatter and our commercial reveal, there were 40K+ organic tweets and 104K+ engagements on Tide’s Twitter and FB. People loved the ad as well, voting it #5 in the USA Today Ad Meter. We were covered by 635+ media outlets, garnering 4.8B+ impressions. The spot helped launch Tide’s newest PODS innovation. Following the game, Tide had the biggest week of PODS ever, with a record high 12 Share. Tide PODS + Downy was the fastest PODS extension launch ever. Not only was the launch of success – Tide reached it record high household penetration.
Execution:
#BradshawStain was the first Super Bowl ad to blur the lines between broadcast and commercial. During the live broadcast, America saw NFL Legend and Fox commentator Terry Bradshaw with a stain on his shirt. In a matter of seconds, the stain became a celebrity and trended on social media. Tide launched activations on Twitter, Instagram, and Facebook further creating buzz and conversation around the stunt. The very next commercial break, Tide claimed the stain with a spot that was a perfect continuation of the stunt and starred a desperate Terry Bradshaw trying to get rid of his stain; and succeeding thanks to Tide. #BradshawStain fooled America, and America loved it.
Strategy:
Our target audience was all of North America, with people in both the US and Canada watching the Super Bowl and participating in the online chatter. Our media planning revolved around when FOX would have its promo leading up to half time and then ensuring just the right amount of time passed to let people notice and talk about the stain and reveal Tide was behind it before it was old news. We put additional support behind Tide’s Twitter knowing viewers would take to social and talk about the stain and the spot.