It's a Tide Ad
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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。
2019Cannes LionsCreative EffectivenessGold- 2019Cannes LionsMedia | Excellence in Media ExecutionGold
2019LIABranded Entertainment | Taped or Live TV EventBronze
2018Cannes LionsFilm | Other FMCGGrand Prix
2018Cannes LionsFilm Craft | ScriptSilver- 2018Cannes LionsDirect | Use of BroadcastGold
2018Cannes LionsMedia | Other FMCGBronze- 2018Cannes LionsMedia | Use of TV & Other ScreensBronze
- 2018Cannes LionsDirect | Other FMCGSilver
2018Cannes LionsTitaniumTitanium
2018D&AD AwardsWriting for Advertising | Writing for Film MarketingGraphite Pencil
2018D&AD AwardsFilm Advertising | Tactical Film AdvertisingBlack Pencil
2018D&AD AwardsIntegrated | Earned Media/Large Business (over 500 employees)Yellow Pencil- 2018D&AD AwardsMedia | Use of TV & CinemaYellow Pencil
- 2018D&AD AwardsFilm Advertising | TV Commercial CampaignsGraphite Pencil
2018NYF Advertising AwardsBest Use of Media: Film | TelevisionFirst Prize- 2018NYF Advertising AwardsFilm - Cinema / Online / TV: Products & Services | Household Products & ServicesFirst Prize
2018NYF Advertising AwardsBest Use of Media: Film | TelevisionGrand Prize- 2018NYF Advertising AwardsAvant-Garde / Innovative: Product & Services | Household Products & ServicesFirst Prize
2018NYF Advertising AwardsFilm: Craft | Script/CopywritingThird Prize- 2018NYF Advertising AwardsActivation & Engagement: Use of Activation & Engagement | Broadcast In A Promotional CampaignFirst Prize
- 2018NYF Advertising AwardsFilm - Cinema / Online / TV: Products & Services | Household Products & ServicesGrand Prize
2018CLIO AwardsFilm | Commercials (Between 31 to 60 Seconds)Gold
2018The One ShowMoving Image Craft | Craft - Direction / CampaignGold Pencil- 2018The One ShowFilm | Innovation in Film / Television / CinemaGold Pencil
- 2018The One ShowMoving Image Craft | Craft - Writing / CampaignGold Pencil
- 2018The One ShowFilm | Television / Long Form - SingleGold Pencil
- 2018The One ShowFilm | Television / Short Form - SingleGold Pencil
2018The One ShowFilm | Television / Varying Length CampaignBest of Discipline
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