It's a Tide Ad
（视频时长：1′）
素材来源于好奇心日报
汰渍 2018 超级碗广告，应该也确实是今年超级碗上最出彩的一支。
广告模仿调侃了各种超级碗广告常见的类型：高大上的汽车广告、搞笑风的啤酒广告、屏幕打上电话号码的保险广告、可乐广告、剃须刀广告、健身广告……还有那种超级碗上总是会出现的莫名其妙特效的广告。
——但归根结底，只要出镜的人穿着超级干净的衣服，这其实是一个 Tide Ad。
易懂、搞笑的概念，加上上佳的洗脑效果，是在超级碗的语境下很讨巧的做法。鉴于 D&AD 严苛的评判标准，超级碗广告能够拿到黑铅笔还是蛮少见的情况。
Saatchi NY 的发言人表示，由于其母公司阳狮下达了为期一年的广告节参赛禁令，这支广告是由客户宝洁公司提交给组委会的。
It’s Another Tide Ad
It’s Yet Another Tide Ad
It’s Yet Another Tide Ad Again
基于超级碗的成功，汰渍在整个2018年NFL赛季期间再次沿用“凡干净衣服出现，就是汰渍广告”的创意。
媒介代理商Optimum Sports与NFL和FOX Sports合作，将汰渍的广告内容无缝衔接到现场直播中。不管是热场还是点球，一条干净的白色裤子就是一个汰渍广告，这不禁使观众问：“这是一场NFL比赛还是汰渍广告？”
而整个NFL赛季中，#TideAd成为了NFL在社交平台上的热门话题：
汰渍此次的营销战役，更是赢得了2019年戛纳优秀媒介执行这一奖项。
项目信息
品牌/广告主
P&G 宝洁
营销机构
Creative Agency 创意代理商
Saatchi & Saatchi 盛世长城 纽约
参与者
奖项荣誉
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
专业评分
专业评分已截止
评论
评论
推荐评论
全部评论（1条）