'It's a Tide Ad' wins Film Grand Prix at Cannes

Ads with 'Stranger Things' star David Harbour made it the most-tweeted brand of the Super Bowl

By Jack Neff. Published on Jun 22, 2018

Editor's Pick

Yeah, it's another Tide ad award. And that's no surprise. A Cannes Lions Film Grand Prix went to the four-spot Procter & Gamble Co. Super Bowl ad campaign from Saatchi & Saatchi, New York, which made a credible play at turning "It's another Tide ad" into an instant cultural touchstone, says Luiz Sanches, Film Jury president and chief creative officer of Almap/BBDO, Brazil.

"The Talk" from BBDO, New York for P&G's "My Black Is Beautiful" program – came as more of a surprise, winning the second Film Grand Prix.

Indeed, both picks were easy, and Sanches says he didn't feel pressure to award just one Grand Prix, because he likes the message sent by the pairing.

"When we saw the two, I thought it was the right message to set for the next year for the whole industry," Sanches says. "We are missing some humor. But we also need to have some responsibility. We have to engage people in a broader message."

The 2,200 entries in pre-judging were winnowed to 201 for Cannes. Sanches directed the jury to pick Golds first, and they came back with a dozen unanimously.

"For the Grand Prix, I directed them to narrow to four pieces of work, and to my surprise they came back with two," he says. "It was practically unanimous."

Original story:

Tide tried to win last year's Super Bowl last year with a series of ads that mimicked game action by enlisting Fox studio commentator Terry Bradshaw. This year the Procter & Gamble brand took things a step further with four ads totaling one minute and thirty seconds that attempted to make every Super Bowl ad look like a Tide ad --and vice versa.

Arguably, the latter approach worked better. As of the third quarter, Tide was tweeted more than any Super Bowl ad that wasn't a movie trailer, according to Amobee.

The series of ads from Saatchi & Saatchi New York featuring "Stranger Things" star David Harbour also brought in Isaiah Mustafa reprising his role as Old Spice's "The Man Your Man Should Smell Like"; last year's P&G Mr. Clean ad; and a reasonably believable pharmaceutical ad in the fourth quarter, complete with a prepared script for folks who called the toll-free number. Tide even managed to get a Clydesdale into an ad ahead of Budweiser in a comprehensive effort to mock nearly every staple of Super Bowl advertising. The spot was directed by Traktor via Rattling Stick.

Mustafa, Betty White and Danica Patrick took to Twitter as part of a social-media campaign, the latter asking Harbour if she's actually been in Tide ads all these years. Taylor & Co. led the social-media effort, which went beyond the paid and planned: A war room that also included Omnicom's Hearts & Science and Saatchi came up with one of the best game tweets following a brief second-quarter ad blackout: "Clean clothes are still clean in the dark. If it's clean, it's a #TideAd."

Tide's effort at ubiquity even raised questions about whether the blackout was a planned stunt as part of its Super Bowl campaign. It wasn't, both P&G and NBC confirmed.

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Feb 04, 2018
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