Tide: Tide

Credits & Description:

Brand PROCTER & GAMBLE
Entrant PROCTER & GAMBLE CINCINNATI
PROCTER & GAMBLE Cincinnati, USA Entrant Company
SAATCHI & SAATCHI New York, USA Idea Creation
RATTLING STICK Santa Monica, USA Production
ARCADE EDIT New York, USA Production
THE MILL Los Angeles, USA Production
PERSONAL MUSIC Miami, USA Production
HEARD CITY New York, USA Production
TAYLOR New York, USA PR
MARINA MAHER COMMUNICATIONS New York, USA PR
HEARTS & SCIENCE New York, USA Media Placement
PLATINUM RYE ENTERTAINMENT Chicago, USA Additional Company
MKTG Cincinnati, USA Additional Company
PROCTER & GAMBLE Cincinnati, USA Additional Company
Andrea Diquez Saatchi & Saatchi NY Chief Executive Officer
Javier Campopiano Saatchi & Saatchi NY Chief Creative Officer
Paul Bichler Saatchi & Saatchi NY Executive Creative Director
Daniel Lobaton Saatchi & Saatchi NY Creative Director / Copywriter
Chad Baker Saatchi & Saatchi NY Creative Director / Art Director
Max McKeon Saatchi & Saatchi NY Creative Director / Copywriter
Kiko Mattoso Saatchi & Saatchi NY Creative Director / Copywriter
Rafael Segri Saatchi & Saatchi NY Creative Director / Art Director
Maddy Kramer Saatchi & Saatchi NY Art Director
Erin Evon Saatchi & Saatchi NY Art Director
Jacopo Biorcio Saatchi & Saatchi NY Art Director
Blake Morris Saatchi & Saatchi NY Copywriter
Dani Stoller Saatchi & Saatchi NY Executive Producer
Danielle Hallack Saatchi & Saatchi NY Producer
Nick Miaritis Saatchi & Saatchi NY SVP, Regional Account Director
Ryan Martin Saatchi & Saatchi NY VP, Account Director
Jen Brotman Saatchi & Saatchi NY Senior Account Supervisor
Guillermo Betancourt Saatchi & Saatchi NY Account Supervisor
Jed Karnowski Saatchi & Saatchi NY Ecommerce Account Manager
Jennifer McGill Saatchi & Saatchi NY Account Executive
Nayantara Mukherji Saatchi & Saatchi NY Strategy Director
Alan Lin Saatchi & Saatchi NY Digital Director
Corina Arnal Saatchi & Saatchi NY Strategist
Sundar Raman Procter & Gamble VP, North America Fabric Care
Vedran Miletic Procter & Gamble Brand Director, North America Fabric Care Delivery
Kimberly Doebereiner Procter & Gamble BBIC
Paul Chick Procter & Gamble Manager, Advertising Production
Jennifer Maxwell Procter & Gamble Brand Manager
Alex Perez Procter & Gamble Assistant Brand Manager
Matthew Wormington Procter & Gamble Brand Communications Manager
Synopsis
Tide challenged us to become “the most loved brand of the Super Bowl” and surpass the highly-successful “Bradshaw Stain” from last year. Keeping that in mind, and knowing we had to go big in order to earn the love of over 103 million watching the game, we decided to take over the Super Bowl and turn every ad into a Tide ad. We knew the best way to get people talking about detergent and laughing was to get them to rethink the other 53 ads, and hopefully every other ad to come.
Strategy
During the Super Bowl, millions of viewers go online to comment on and scrutinize every ad of the broadcast. To own the social conversation, we found something all ads have in common, and gave people a filter through which they could judge every ad they saw: the presence of clean clothes. With the unexpected appearance of David Harbour hijacking different commercials, we kept the Internet guessing in each commercial break. This was reinforced by interactions with other brands, real-time response to live events (including an unexpected blackout during the game broadcast), and tweets from David Harbour on Twitter. People talked and laughed about laundry, questioning many of the commercial as to whether they were #TideAds. And, of course, thousands of memes.
Relevancy
This year Tide won the Super Bowl by turning every ad into a Tide ad, a game-changing idea that redefined the brand. This required the brand to hijack other commercials, the live broadcast, collaborate with partner brands, and generate an ongoing conversation in social media. It even resulted in “It’s a Tide Ad” memes, turning a detergent brand into pop culture.
Outcome
#TideAd was used over 45,000 times, with people creating their own #TideAd content, generating thousands of Tide ad memes, and even won Twitter’s #BrandBowl. After the game, our program was picked up by 680+ publications, garnering over 3.6 billions impressions. The program helped launch Tide’s new line extension, Tide Ultra Oxi, which experienced 35% sales growth, post game.
Execution
#TideAd took control of the Super Bowl on the live broadcast and on the second screen. This required us to use the 100 seconds of our media buy and turn them into a long running question: is every ad a #TideAd? We launched the idea with a :45 second spot in the first quarter. We followed up with a :15 in the second quarter, two :7.5s stitched together for the third quarter, two :05 broadcast integrations and a final :15 right before the end of the game. All of them featured unexpected appearances from David Harbour in other ad genres. This innovative use of media kept the audience guessing every commercial break if the next ad would turn out to be a Tide ad. Throughout the program, Tide also leveraged online video, social media and influencers to keep viewers engaged with #TideAd.
Campaign Description
During the Super Bowl, over 103 million Americans expect to be entertained by the best advertising. We found something all ads have in common, something that we could point out while staying true to our brand: clean clothes. If the characters in an ad are wearing clean clothes, doesn’t that make it a Tide Ad? With this premise, we turned every ad into a Tide ad, without once showing a single stain - something Tide hasn’t done in its 70-year history. The program kicked off with a :45 in the first quarter with David Harbour, a rising actor famous for his role in “Stranger Things,” setting up the idea. Harbour appeared six more times in stereotypical Super Bowl ads as well as iconic spots like Old Spice’s “The Man Your Man Can Smell Like,” and even as part of the broadcast.