Procter & Gamble to Feature Multiple Brands in Interactive Super Bowl Spot

Consumers will help co-create the final ad through a website

The stars of P&G's interactive spot. - Credit by P&G
Headshot of Paul Hiebert

Procter & Gamble owns a slew of the world’s best-known CPG brands, from Tide to Always, SK-II to Head & Shoulders. In the conglomerate’s Super Bowl spot, several of those brands will be highlighted—in a single commercial.

P&G’s Super Bowl 54 spot will feature several of its most recognizable mascots and spokespeople, including Head & Shoulders’ Sophia Vergara, Old Spice’s Isaiah Mustafa and the Charmin Ultra Strong bear with glasses. The spot is scheduled to air during the fourth quarter of the Big Game.

The multi-brand element isn’t the only quality that makes P&G’s ad unique. The company is also taking an audience choice approach to the spot, letting consumers vote to determine the exact creative that will end up in the ad.

Next week, P&G will debut a first-of-its-kind interactive website where consumers can help Vergara and her guests decide how best to clean up a big mess that occurs during her Super Bowl party. The most popular version of events will become the final ad that airs during the Big Game. Media and technology company Eko is behind the online experience, while the creative team included Grey Midwest.

Other celebrities showcased in the ad include Vergara’s son, Manolo Vergara, former Pittsburgh Steelers strong safety and Head & Shoulders spokesman Troy Polamalu and actress Busy Phillips, who’s also set to appear in another P&G Super Bowl spot for Olay. Brands featured include Bounty, Mr. Clean, Febreze, Olay, Charmin, Old Spice and Head & Shoulders.

The multi-brand spot isn’t the only one that P&G is running during the Big Game: Olay is also airing a 30-second ad, while Tide is returning to the Super Bowl after sitting out in 2019.

For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl 2020 Ad Tracker. And join us on the evening of Feb. 2 for the best live coverage of the commercials anywhere.


@hiebertpaul paul.hiebert@adweek.com Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.
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