It's a Tide Ad
（視頻時長：1′）
素材來源于好奇心日報
汰漬 2018 超級碗廣告，應(yīng)該也確實是今年超級碗上最出彩的一支。
廣告模仿調(diào)侃了各種超級碗廣告常見的類型：高大上的汽車廣告、搞笑風(fēng)的啤酒廣告、屏幕打上電話號碼的保險廣告、可樂廣告、剃須刀廣告、健身廣告……還有那種超級碗上總是會出現(xiàn)的莫名其妙特效的廣告。
——但歸根結(jié)底，只要出鏡的人穿著超級干凈的衣服，這其實是一個 Tide Ad。
易懂、搞笑的概念，加上上佳的洗腦效果，是在超級碗的語境下很討巧的做法。鑒于 D&AD 嚴(yán)苛的評判標(biāo)準(zhǔn)，超級碗廣告能夠拿到黑鉛筆還是蠻少見的情況。
Saatchi NY 的發(fā)言人表示，由于其母公司陽獅下達(dá)了為期一年的廣告節(jié)參賽禁令，這支廣告是由客戶寶潔公司提交給組委會的。
It’s Another Tide Ad
It’s Yet Another Tide Ad
It’s Yet Another Tide Ad Again
基于超級碗的成功，汰漬在整個2018年NFL賽季期間再次沿用“凡干凈衣服出現(xiàn)，就是汰漬廣告”的創(chuàng)意。
媒介代理商Optimum Sports與NFL和FOX Sports合作，將汰漬的廣告內(nèi)容無縫銜接到現(xiàn)場直播中。不管是熱場還是點球，一條干凈的白色褲子就是一個汰漬廣告，這不禁使觀眾問：“這是一場NFL比賽還是汰漬廣告？”
而整個NFL賽季中，#TideAd成為了NFL在社交平臺上的熱門話題：
汰漬此次的營銷戰(zhàn)役，更是贏得了2019年戛納優(yōu)秀媒介執(zhí)行這一獎項。
項目信息
品牌/廣告主
P&G 寶潔
營銷機構(gòu)
Creative Agency 創(chuàng)意代理商
Saatchi & Saatchi 盛世長城 紐約
參與者
獎項榮譽
2019
Cannes Lions
Creative Effectiveness
Gold
2019
Cannes Lions
Media | Excellence in Media Execution
Gold
2019
LIA
Branded Entertainment | Taped or Live TV Event
Bronze
2018
Cannes Lions
Film | Other FMCG
Grand Prix
2018
Cannes Lions
Film Craft | Script
Silver
2018
Cannes Lions
Direct | Use of Broadcast
Gold
2018
Cannes Lions
Media | Other FMCG
Bronze
2018
Cannes Lions
Media | Use of TV & Other Screens
Bronze
2018
Cannes Lions
Direct | Other FMCG
Silver
2018
Cannes Lions
Titanium
Titanium
2018
D&AD Awards
Writing for Advertising | Writing for Film Marketing
Graphite Pencil
2018
D&AD Awards
Film Advertising | Tactical Film Advertising
Black Pencil
2018
D&AD Awards
Integrated | Earned Media/Large Business (over 500 employees)
Yellow Pencil
2018
D&AD Awards
Media | Use of TV & Cinema
Yellow Pencil
2018
D&AD Awards
Film Advertising | TV Commercial Campaigns
Graphite Pencil
2018
NYF Advertising Awards
Best Use of Media: Film | Television
First Prize
2018
NYF Advertising Awards
Film - Cinema / Online / TV: Products & Services | Household Products & Services
First Prize
2018
NYF Advertising Awards
Best Use of Media: Film | Television
Grand Prize
2018
NYF Advertising Awards
Avant-Garde / Innovative: Product & Services | Household Products & Services
First Prize
2018
NYF Advertising Awards
Film: Craft | Script/Copywriting
Third Prize
2018
NYF Advertising Awards
Activation & Engagement: Use of Activation & Engagement | Broadcast In A Promotional Campaign
First Prize
2018
NYF Advertising Awards
Film - Cinema / Online / TV: Products & Services | Household Products & Services
Grand Prize
2018
CLIO Awards
Film | Commercials (Between 31 to 60 Seconds)
Gold
2018
The One Show
Moving Image Craft | Craft - Direction / Campaign
Gold Pencil
2018
The One Show
Film | Innovation in Film / Television / Cinema
Gold Pencil
2018
The One Show
Moving Image Craft | Craft - Writing / Campaign
Gold Pencil
2018
The One Show
Film | Television / Long Form - Single
Gold Pencil
2018
The One Show
Film | Television / Short Form - Single
Gold Pencil
2018
The One Show
Film | Television / Varying Length Campaign
Best of Discipline
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