Our head client wanted us to go beyond the current ad trends by giving us this one sentence brief - "Don't do a commercial, do something I have never seen before."
Going viral, watching other brands jump on our bandwagon, and the one tweet that said "This insanity that Tide is doing is more fun than watching the Superbowl."
Oh, and the people at Cannes liked it, too.
Superbowl ads are always "leaked" days, if not weeks before the big game. We took advantage of brands trying to get early publicity and made spoof Vine videos (an early version of TikTok and IG Stories) that showcased Tide as the hero of each spot. The content went live just as each commercial ran so folks at home could watch the parody in real time.