2) Based on the first assigned article, how was the Tide Super Bowl ad campaign unfolded before, during, and after the game? What were the components of the Tide Super Bowl ad campaign? 00 ad. | The Tide ad parodies, led and developed by Publicis Groupe's Saatchi & Saatchi New York, gained attention for deliberately playing with the idea of what a traditional ad should be. "We wanted to come up with an idea that was more of a program than just one ad," says Mr. Campopiano, who left Saatchi & Saatchi for Foote, Cone & Belding in Mexico in May. "For an agency, it becomes about trying to win the night, trying to be the most beloved brand." The Tide spots imitated other P&G brands' ads, and even resurrected the "Old Spice Guy" and seductive "Mr. Clean" commercials. "The Tide ads took advantage [of the fact] that they are part of a bigger parent company and could have some fun with these other brands," says creative executive Eric Kallman, a co-founder of San Francisco-based ad agency Erich & Kallman, who worked on Old Spice ads. "The Tide Super Bowl takeover obviously did its job, which is create buzz and be on top of mind for consumers," Mr. Kallman says. The Tide ads were funny, but the concept required viewers to see multiple versions as part of the humor, says Matt Smith, founder of SmithGifford Inc., an ad agency based in the Washington, D.C., area. He thought the ads also were "subconsciously destructive" to the industry because they were turning their nose" on successful brands. Saatchi & Saatchi New York Chief Executive Andrea Diquez says the ads "never tried to make fun" of brands. The average price paid for a 30-second spot during the Super Bowl was more than $5 million. The Tide ad creators and P&G declined to disclose what they spent to produce or air their ads. "The Super Bowl is the biggest advertising moment in America every year that gives us in the industry a chance to communicate a message in one night to over 100 million people, which is very powerful, at a moment in which everyone is actually paying attention to advertising." Mr. Miletic says. Making of the Tide Ad That Scored in the Super Bowl - WSJ fittps://www.wsj.com/articles/the-mak Ahead of the Super The Twitter Bowl Bowl, Tide ran four Tide's game plan and how it scored with its Super Bowlad video teasers online it's a Tide Ad Facts During the game, the ad Tide purchased Tide commercial Average price to air creators also posted the 100 seconds of air lengths Super Bowlad commercials on time during the One 45-second $5 million for 30 Super Bowl three 15-second and seconds YouTube and social two 5 second ads media. It also asked several influencers, such as Terry Bradshaw, Betty White, Antonio Brown and Isaiah Mustafa, to tweet about the ads. Tide was the brand that generated the most online mentions during the Super Bowl, with almost 164,000 social mentions (including Facebook, Twitter and Instagram), while a Mountain Dew and Doritos collaboration came in second with 115,100 mentions, according to Talkwalker, a social media analytics and monitoring platform. The Tide Ad spots have been watched about seven million times on YouTube "It was interesting to see people watching the commercials on TV, going to Twitter to E "It was interesting to see people watching the commercials on TV, going to Twitter to tweet about it and then going back to the TV to see what comes next," Mr. Campopiano says. "It's a Tide Ad" has won the Super Clio, three ANDY awards, five D&AD awards, five New York Festivals International Advertising Awards and 11 One Show awards, among others. "This idea to kind of hijack the game and make people wonder if each ad that was coming up was a Tide ad, that was really clever," says Tim Nudd, editor in chief of the Clio Awards. "This would have only worked during the Super Bowl." P&G has submitted 15 ads for awards consideration at the Cannes Lions. Last year's winners included Burger King's "The McWhopper Proposal," Boost Mobile's "Boost Your Voice" and Cheetos! "Cheetos Museum." Ms. Al-Muslim is a reporter for The Wall Street Journal in New York. She can be reached at aisha.al-muslim@wsj.com. College Rankings College Rankings Highlights Energy Funds/ETES Health Care Leadership Retirement Small Business Technology 2) Based on the first assigned article, how was the Tide Super Bowl ad campaign unfolded before, during, and after the game? What were the components of the Tide Super Bowl ad campaign? 00 ad. | The Tide ad parodies, led and developed by Publicis Groupe's Saatchi & Saatchi New York, gained attention for deliberately playing with the idea of what a traditional ad should be. "We wanted to come up with an idea that was more of a program than just one ad," says Mr. Campopiano, who left Saatchi & Saatchi for Foote, Cone & Belding in Mexico in May. "For an agency, it becomes about trying to win the night, trying to be the most beloved brand." The Tide spots imitated other P&G brands' ads, and even resurrected the "Old Spice Guy" and seductive "Mr. Clean" commercials. "The Tide ads took advantage [of the fact] that they are part of a bigger parent company and could have some fun with these other brands," says creative executive Eric Kallman, a co-founder of San Francisco-based ad agency Erich & Kallman, who worked on Old Spice ads. "The Tide Super Bowl takeover obviously did its job, which is create buzz and be on top of mind for consumers," Mr. Kallman says. The Tide ads were funny, but the concept required viewers to see multiple versions as part of the humor, says Matt Smith, founder of SmithGifford Inc., an ad agency based in the Washington, D.C., area. He thought the ads also were "subconsciously destructive" to the industry because they were turning their nose" on successful brands. Saatchi & Saatchi New York Chief Executive Andrea Diquez says the ads "never tried to make fun" of brands. The average price paid for a 30-second spot during the Super Bowl was more than $5 million. The Tide ad creators and P&G declined to disclose what they spent to produce or air their ads. "The Super Bowl is the biggest advertising moment in America every year that gives us in the industry a chance to communicate a message in one night to over 100 million people, which is very powerful, at a moment in which everyone is actually paying attention to advertising." Mr. Miletic says. Making of the Tide Ad That Scored in the Super Bowl - WSJ fittps://www.wsj.com/articles/the-mak Ahead of the Super The Twitter Bowl Bowl, Tide ran four Tide's game plan and how it scored with its Super Bowlad video teasers online it's a Tide Ad Facts During the game, the ad Tide purchased Tide commercial Average price to air creators also posted the 100 seconds of air lengths Super Bowlad commercials on time during the One 45-second $5 million for 30 Super Bowl three 15-second and seconds YouTube and social two 5 second ads media. It also asked several influencers, such as Terry Bradshaw, Betty White, Antonio Brown and Isaiah Mustafa, to tweet about the ads. Tide was the brand that generated the most online mentions during the Super Bowl, with almost 164,000 social mentions (including Facebook, Twitter and Instagram), while a Mountain Dew and Doritos collaboration came in second with 115,100 mentions, according to Talkwalker, a social media analytics and monitoring platform. The Tide Ad spots have been watched about seven million times on YouTube "It was interesting to see people watching the commercials on TV, going to Twitter to E "It was interesting to see people watching the commercials on TV, going to Twitter to tweet about it and then going back to the TV to see what comes next," Mr. Campopiano says. "It's a Tide Ad" has won the Super Clio, three ANDY awards, five D&AD awards, five New York Festivals International Advertising Awards and 11 One Show awards, among others. "This idea to kind of hijack the game and make people wonder if each ad that was coming up was a Tide ad, that was really clever," says Tim Nudd, editor in chief of the Clio Awards. "This would have only worked during the Super Bowl." P&G has submitted 15 ads for awards consideration at the Cannes Lions. Last year's winners included Burger King's "The McWhopper Proposal," Boost Mobile's "Boost Your Voice" and Cheetos! "Cheetos Museum." Ms. Al-Muslim is a reporter for The Wall Street Journal in New York. She can be reached at aisha.al-muslim@wsj.com. College Rankings College Rankings Highlights Energy Funds/ETES Health Care Leadership Retirement Small Business Technology