Add leading laundry detergent Tide to the list of Procter & Gamble brands advertising on the Super Bowl.
The brand on Monday released a teaser spot (from agency Saatchi & Saatchi) featuring actor Jeffrey Tambor (Transparent) and New England tight end Rob Gronkowski, in which the latter runs a dry cleaning company with some unorthodox practices. (In the teaser, Tambor goes to claim a shirt only to find the sleeves — which had stains on them — have been ripped off in the process.)
The teaser ends with a cryptic message, “a better way is coming,” urging consumers to tune in during the Super Bowl to find out exactly what that is. The brand will continue to tease this “better way” (likely some sort of new formula or product launch) throughout the week leading up to the Super Bowl — although Amy Krehbiel, associate brand director for Tide, would not elaborate on any of the specifics.
“We like advertising on the NFL and Super Bowl because it gives us a chance to talk to a huge captive audience,” Krehbiel tells Marketing Daily. “We want people to think of Tide as a brand they love.”
Tide has been on the Super Bowl before, perhaps most notably in 2003 for a spot depicting a coffee stain on a man’s shirt that keeps rudely interrupting him during a job interview. Procter & Gamble brands Febreze and Mr. Clean will also have presences on the big game.