• Brandweek , Thursday, September 4, 2008 10:30 AM

P&G is using consumer-generated television spots to drive attention to its popular stain-remover pen, which this month became available in a lipstick-size container. The new Tide to Go Mini pen costs $2.99.

The first of four spots -- "Questions for Dollars Game Show" -- depicts a game-show contestant unable to answer questions because he is distracted by a large, talking stain on the host's shirt. The 30-second ad is one of three finalists from P&G's "My Talking Stain" contest, which ran through March 3. It asked consumers to submit videos of situations where Tide to Go came to the rescue.

The original 30-second "Talking Stain" spot ran during Super Bowl XLII in February. It showed a large brown stain stealing all the attention away from a job candidate during an interview. Following the success of that ad, P&G decided to capitalize on the "talking stain" theme, asking consumers to create spoofs mimicking the ad.

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