#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.

#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 its Super Bowl ad, starring a desperate Terry Bradshaw trying to get rid of the stain, and succeeding thanks to Tide. #BradshawStain fooled America, and America loved it. 

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 a success – Tide reached its record high household penetration.