For Super Bowl LII, our client partner P&G kicked off the game by declaring that if any ad featured clean clothes, “it must be a Tide ad.” Executed through a series of humorous television commercials featuring David Harbour, a strategic digital influencer program, and a supporting PR strategy, where there were clean clothes, be it in advertisements for a luxury perfume brand, cut-rate auto insurance or beer with friends, people began asking themselves if what they were really watching were Tide ads.
Through a carefully integrated and collaborative approach across Tide’s interagency team, which includes Saatchi & Saatchi and Marina Maher Communications, Taylor led the development and implementation of Tide’s digital/social, content, and influencer strategies for the brand’s Super Bowl campaign. Additionally, our agency played a crucial role in constructing and executing a cohesive media strategy that drove consumer anticipation before the game and pushed the conversation around the campaign further after the ads premiered during the live broadcast.
For the second year in a row, Taylor was recognized alongside Tide’s agency partners at last week’s prestigious Cannes Festival, receiving the following awards for the “It’s a Tide Ad” campaign:
- Grand Prix – Film
- Gold – Use of Broadcast
- 2 Silver – Other FMCG, Film Craft Script
- 2 Bronze – Other FMCG, Use of TV & Other Screens
The day after the Super Bowl, Adweek declared Tide as the “runaway winner” in its ranking of the best Super Bowl campaigns, saying, “We could have put all four Tide spots in our top five, but we’ll give other marketers a chance by counting this as one campaign.”
We are proud to have our hard work honored and recognized at a global level. We are especially grateful for the work provided by Taylor’s Tide NFL team and all members of the Taylor team who proved so valuable to this campaign, including: John Liporace, Travis Rexroad, Alex Stathis, Halley Barnes, Brianna Kauffman, Mike Macias, Sami Ryan, Beckie Sommo, Mike Morra, Ben Russell, Brianna Bishop, and Chris Shreve.