NEW YORK – Tide\u2019s seeming takeover of the 2018 Super Bowl was part of a \u201cmultidimensional solution\u201d that started with a pre-game tease in social media featuring Terry Bradshaw, who didn\u2019t end up in any of this year\u2019s commercials.<\/p>\n
\u201cWe preplanned out a lot of how we wanted the social to work around it and how we would activate social channels and key opinion leaders to do a really smart push full strategy,\u201d says Scott Hagedorn, CEO of Procter & Gamble media agency Hearts & Science. \u201cIt worked out really well.\u201d<\/p>\n
Well enough that ADWEEK dubbed<\/a> the four Tide spots collectively as \u201cthe runaway winner\u201d ahead of efforts for Amazon, Doritos\/Mountain Dew, Tourism Australia and the NFL\u2019s own campaign.<\/p>\n Hagedorn says the strategy for the Super Bowl work, ads for which were produced by Saatchi & Saatchi, started with the client. The idea was to cast actor David Harbour, known to Netflix viewers as scruffy sheriff Jim Hopper in \u201cStranger Things,\u201d as a kind of narrator in sparkling clean clothes who talks to viewers about commercials they are seeing.<\/p>\n Tide was able to co-opt its ads \u201cinto other Super Bowl ads to make them Tide ads, and they ultimately became P&G ads,\u201d Hagedorn\u00a0explains in this Beet.TV interview following his speech at the 4A\u2019s Data Summit<\/a>.<\/p>\n Tide had purchased a 45-second spot in the first quarter to set up the narrative and one 15-second ad in each succeeding quarter. \u201cThe interesting thing about marketing now is you can create kind of a multidimensional solution. You can plan for the social ramp up and the social ramp down,\u201d Hagedorn says.<\/p>\n Last year, Bradshaw appeared in a Tide spot with a fake stain on his shirt during what appeared to be a live broadcast but was shot weeks earlier. \u201cThis year that was all a tease\u201d to make fans believe that \u201cwere going to do a repeat of last year\u2019s Super Bowl stunt.\u201d<\/p>\n