Tide Film, Digital Bradshaw Stain, 2 by Saatchi & Saatchi New York

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Bradshaw Stain, 2

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Industry Washing powders & Detergents
Media Film, Digital, Interactive & Mobile
Market United States
Agency Saatchi & Saatchi New York
Chief Creative Officer Javier Campopiano
Executive Creative Director Paul Bichler
Creative Director Chad Baker
Art Director Lisandro Ancewicz
Copywriter Will Danilow, Blake Morris
Production Rattling Stick
Director Traktor
Released October 2016


D&AD 2017
Media Use of Talent Graphite Pencil

Credits & Description

Agency: Saatchi & Saatchi New York
Client: Procter & Gamble
Chief Executive Officer: Andrea Diquez
Chief Creative Officer: Javier Campopiano
Svp Regional Business Director: Nick Miaritis
Vp, Account Director: Ryan Martin
Account Supervisor: Jen Brotman
Account Executive: Emily Hook
Global Planning Director: Tiffany Graeff
Senior Strategist: Naya Mukherji
Digital Director: Alan Lin
Senior Business Manager: Lisa Rimmer
Vfx: The Mill
Editorial: Arcade
Music: Nylon Studios
Color/Grade: Co3
Audio: Heard City
Pr: Mmk, Taylor Strategy, Mktg
Art Director: Lisandro Ancewicz
Copywriter: Will Danilow
Copywriter: Blake Morris
Creative Director: Chad Baker
Executive Creative Director: Paul Bichler
Director: Traktor
Executive Producer: Dani Stoller
Production Company: Rattling Stick
Media Agency: Hearts & Science
#BradshawStain was the first Super Bowl ad to blur the lines between broadcast and commercial. During what appeared to be live TV, America saw Fox commentator Terry Bradshaw with a stain on his shirt. Viewers immediately rushed to social media to call out the stain.
Tide launched activations on Twitter, Instagram, and Facebook, further creating buzz and conversation around the stunt. Once the stain was trending, Tide's Super Bowl ad aired—revealing the brand was responsible for the coup.