• The Cincinnati Enquirer, Tuesday, February 5, 2008 11:45 AM

Procter & Gamble's talking-stain ad, which made its debut on Super Bowl Sunday, sends viewers to a Tide To Go Web site--www. mytalkingstain.com--where they are greeted with games, prizes (1,000 will be given away each day) and a chance to submit their own YouTube ad spoof. The best ad submitted will be aired on primetime TV later this year.

By the end of the night Sunday, mytalkingstain.com had received more than 30,000 unique visits, and more than 5,500 customized ads were created, the company says. The ad spot was also viewed more than 100,000 times on YouTube.com. Visitors to mytalkingstain. com also could download various items, including the stain's "voice" as a ring tone for a cell phone.

The number of Super Bowl advertisements with an online component, such as Tide to Go's, will surely grow in the years to come, says Larry Vincent, who leads the brand strategy group at Siegel+Gale. "You can't do it with 300 brands," Vincent says, "but this was a P&G crown jewel brand asset.

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