Tide will take a surprisingly forgiving attitude toward stains—admitting, probably comically, that some are worth keeping—in its 2013 Super Bowl commercial from Saatchi & Saatchi in New York.
The Procter & Gamble laundry-detergent brand will not unveil the spot until the Feb. 3 telecast. But it is beginning to tease it—first with the mock infomercial below pitching "Tide Stain Savers," a fictitious product that helps you keep only the stains you want when doing your laundry. (For example, One guy keeps a stain that looks like the Eiffel Tower because he always wanted to go to France.)
The teaser is now posted to all of Tide's online channels and will have a short run on the NFL Network.
The finished spot will likewise feature a new stain worth saving, Tide tells Adweek. It will also feature, in some form, both teams that are playing in this year's Super Bowl, the 49ers and Ravens.
In addition, the brand will run a social-media campaign on Facebook and Twitter called "Save it? Or wash it in Tide?" It will post images of stains and ask users to vote to keep or wash each one.
Saatchi & Saatchi in New York, which is Tide's lead agency, created both the teaser campaign and the in-game ad—a :30 due to air during the third quarter.
This is Tide's first Super Bowl spot in five years. Its previous ad, featuring a talking stain that distracted a boss during a job interview, was well received and made Adweek's list of the seven most underrated Super Bowl spots of the past seven years.
Tide's 2013 Super Bowl teaser:
Tide to Go's 2008 Super Bowl spot:
