Ambitious doesn't quite fully describe Tide's gameplan for Super Bowl LI.
Marketing executives for the Procter & Gamble brand made it clear they would rather not run a big game ad if the creative wasn't worthy of Tide's Super Bowl heritage.
This year, live commercials are dominating the pre-game buzz but Tide, in partnership with Saatchi and Saatchi, Traktor and The Mill went a completely different and costly route.
Instead of simply advertising in the game, Tide became part of the broadcast, with a little help from Fox Sports announcers Curt Menefee and Terry Bradshaw -- and a bottle of barbeque sauce.
In part one of Anatomy of an Ad: The Stain below, we look at the idea behind Tide's big gambit in the big game. The goal: to trick an audience of over 100 million into believing Mr. Bradshaw's stain is happening in real time, that his anxiety is genuine and that Tide is there to clean up the mess.