June 27, 2017 / By Bryan Harris
What if a four-time Super Bowl champion appeared on camera, live during the Super Bowl with an embarrassing stain, only for a Tide commercial (created by P&G agency Saatchi & Saatchi) to air moments later presenting the solution to his problem? How would the world react? Social media went wild in response and Taylor, with some comic relief cast from Hall of Famer, Terry Bradshaw, and All-Pro, Rob Gronkowski, played an instrumental role in creating a moment worthy of the world’s biggest stage for P&G’s Tide brand, America’s No. 1 laundry detergent.
For our efforts with the campaign, Taylor (along with P&G agency partners Saatchi & Saatchi NY, Marina Maher Communications, and Hearts and Science) earned twelve (12) prestigious Cannes Lions Awards last week including three Golds for Promo and Activation and two Golds and a Silver Lion for Media for the Tide #BradshawStain Super Bowl campaign. Taylor also made PR Week headlines as we were among a select group of PR agencies that won multiple honors at the annual Cannes Lions International Festival of Creativity.
The campaign was truly groundbreaking and Taylor played a critical role leading the social strategy and execution. It was a carefully integrated collaboration across multiple agencies and there were a lot of moving parts. The Cannes Lions recognize the best in the industry and with thousands of entries, it takes a special idea, coupled with brilliant execution, to stand out.
At Taylor, we are very excited and proud to see our work being recognized at a global level. Special thanks to Taylor’s Tide NFL team and the contributing members who helped champion our work for this campaign: John Liporace, Jon Resnik, Sade Ayodele, Bo Wulf, Sam Baier, Mike Macias, Mike Kelley, Josh Colfin, Halley Barnes, Javid Louis, Matt Fox, Ben Russell, Sean Donnelly, Chris Shreve, Hayley Woodle, Sarah Gallarello, and William Cazorla.