Media > Channels
BRADSHAW STAIN
SAATCHI & SAATCHI, New York / PROCTER & GAMBLE / 2017
Awards:
Overview
Credits
Overview
CampaignDescription
The Super Bowl is the biggest stage for advertising in America. Every brand brings their best work and you have to do something extraordinary to stand out. By creating a program that relied on viewers to get involved, we created an ad that earned their attention. #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.
Execution
The element of surprise was critical to our idea’s success, so we created an entirely different, Super Bowl-worthy campaign as a decoy; starring Jeffrey Tambor and NFL star Rob Gronkowski and racked up millions of views.
#BradshawStain was the first Super Bowl ad to blur the lines between broadcast and commercial. During the live broadcast, 100 million viewers 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. Well-coordinated media buys ensured that the stain would have time to trend on social, but not enough time to be forgotten. 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. #BradshawStain fooled America, and America loved it.
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 a success – Tide reached its record high household penetration.
Relevancy
#BradshawStain broke the boundary between traditional and social advertising by manufacturing an event with a traditional media buy that would generate an organic social response.
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 halftime 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.
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.
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