#BradshawStain was the first Super Bowl ad to blur the lines between broadcast and commercial. During what appeared to be live TV, America saw Fox commentator Terry Bradshaw with a stain on his shirt. Viewers immediately rushed to social media to call out the stain. Tide launched activations on Twitter, Instagram, and Facebook, further creating buzz and conversation around the stunt. Once the stain was trending, Tide's Super Bowl ad aired—revealing the brand was responsible for the coup.
Concepting, Innovation, Art Direction
The promo was broadcast in the style of an original promo from Fox Sports. Whoopsies.
The Internet went off and just as they were really freaking out, we brought it all around with a TV spot and the solution to Terry’s stain.
This commercial changed the way the brand though of communication. From now on they the storytelling was also the media channel.