With the passing of the 52nd Super Bowl, there has been lots of chatter about many aspects of the cherished sports event–most debate revolving around topics other than the game itself. Every year, the not-a-big-sports-fan girl (or guy) sits in front of the TV, only looking up from their phone to watch the halftime show and multi-million dollar commercials. While there has been lots of talk about both (btw, what was Justin Timberlake WEARING?!), I’ve become especially interested in the advertisements that cost more money than I’ll ever earn in my lifetime.
After the whole Tide pod debacle (also known as the Tide pod challenge, where people eat very toxic Tide pods as a joke), I didn’t know what to expect from the company’s Super Bowl commercial(s). Tide, however, managed to create a very enticing string of advertisements that did not mention the dangerous fad. An article by AdWeek explains the genius behind the cumulative minute and thirty-seconds of Tide advertisements played on Sunday night (http://www.adweek.com/brand-marketing/every-ad-is-a-tide-ad-inside-saatchi-and-pgs-clever-super-bowl-takeover-starring-david-harbour/). The introductory 45-second ad set the stage for 3 follow-up 15-second ads (so an advertisement played every quarter of the game) to constantly remind viewers “every ad could be a Tide ad,” assuming their clothes are clean.
I think that this strategy was executed beautifully and did a great job of reminding viewers that the world revolves around clean clothes. The company managed to incorporate humor into each segment, link each ad together, while also making the ads understandable if a viewer missed a previous one. I think that this success will have a positive impact on the backlash Tide has been receiving from the poisoning resulting from people eating Tide pods.