Cannes Lions

It's a Tide Ad Film Campaign

PROCTER & GAMBLE, Cincinnati / PROCTER & GAMBLE / 2018

Film
Film
Demo Film

Overview

Entries

Credits

Overview

Description

Actor David Harbour sets up the idea that whenever you see clean clothes in a Super Bowl ad, it’s actually a Tide ad. He hijacks ads from other categories like car, beer, perfume, insurance, personal hygiene, cola and even a digital speaker pointing out clean clothes in all of them. Then he invites the audience to keep their eyes open for the next #TideAd.

Execution

We sought to find a celebrity that was the right balance between traditional and social media, so that he would be a recognizable star for the Super Bowl audience, but not steal the show from Tide. David Harbour brought the perfect balance and engaged our younger audience with the campaign, through his social media popularity.

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