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Marc Pritchard Says P&G’s First Multi-Brand Super Bowl Ad Is All About ‘Constructive Disruption’
When you’re a CPG conglomerate like P&G, why make a Super Bowl ad for one product when you can fit seven brands into the same spot? That’s exactly what P&G pulled off in its choose-your-own-adventure interactive game that debuted yesterday. Think Netflix’s Bandersnatch, except it’s an ad. When you head over to WhenWeComeTogether.com, you can work your way through a house-party scenario starring Sofia Vergara.
During the party, you can choose what will happen next. Should it be a jazz party or a piano party? What should Rob Riggle do as the physical embodiment of Bounty’s “Quicker Picker Upper” tagline? Oh, and sexy Mr. Clean makes a comeback. It all comes together thanks to impressive tech from media and technology company Eko. P&G will ultimately air the commercial that consumers pick via the website.
Read more: We spoke with chief brand officer Marc Pritchard to learn how P&G built the interactive spot and how the ad fits the company’s marketing strategy.
Why It’s So Very Peculiar That Bloomberg and Trump Are Running Super Bowl Ads
President Donald Trump and Democratic candidate Michael Bloomberg are set to be the first political candidates to ever air a national in-game Super Bowl spot. In 2008, former president Barack Obama used the Super Bowl to buy ad time in local marketers, but didn’t opt for a national buy. In this story, publishing editor Sara Jerde runs down the unique road that led to two billionaires spending more than $20 million on two minutes of air time.
Watch it: Trump released the first of two 30-second ads that will run during the Big Game. It stays positive, focusing on his biggest achievements.
Watch it: Bloomberg’s spot goes a different route, using storytelling to explain Bloomberg’s stance on gun control.
More Super Bowl News:
- We received access to the set of SodaStream’s space-themed ad starring Bill Nye. Here’s how the ad came together.
- After weeks of rumors, GMC will be in the Super Bowl. LeBron James will introduce the electric Hummer in a 30-second ad.
- Watch Every Super Bowl Ad Released So Far
McDonald’s Has Fun With ‘Famous Orders’ in Sunday’s Pre-Game Ad From W+K
We spend so much time on the in-game Super Bowl ads that great creative appearing during the pregame coverage can sometimes get lost. Here’s a quick rundown of what a few brands are doing before the game kicks off:
- After Kobe Bryant’s death, Las Vegas initially held off on activating its new slogan, but will move forward with its plans to kick off its “What happens here, only happens here” campaign before the Super Bowl.
- Last year, the NFL had an epic spot featuring dozens of former stars. This year, the NFL and 72andSunny created an extension of that campaign with a two-minute spot that looks toward the future.
- McDonald’s created a ridiculously fun, simplistic ad celebrating the orders of celebrities and famous fictional characters. Overhead shots like what you’d see in a Tasty video show McDonald’s trays containing various orders for Kim Kardashian West, Magic Johnson, Dracula and more. Watch it here.
Best of the Rest: Today’s Top News and Insights
- Capital One Ends Relationship With DDB, Names GSD&M Agency of Record
- Hasbro Consolidates Global Media Account With WPP’s GroupM
- Why MasterClass Tapped Jeff Goodby and Rich Silverstein to Teach the World About Advertising
- Dentsu Aegis Network’s Carat Names Merkle Vet as First Chief Analytics Officer
- Eventbrite’s CMO Is Leaving for Facebook as AR/VR Marketing Lead
- WPP’s Mirum U.S. CEO Amanda Seaford Is Leaving the Agency
Ad of the Day: Taco Bell’s Newest Fake Movie Trailer is Fast, Furious and Filled With Nacho Fries