Hasta La Creative!

Only two weeks and two days until Super Bowl XLII comes at us and we have some updates on the advertisers you can expect to see, whom on average shelled out $2.7 million for a 30-seocnd spot. As of last Friday, FOX was reporting one spot was unsold out of 63 30-second slots slated to run during the game.

Tide has thrown their cap into the ring for their first ever Super Bowl ad. Their 30-second spot by Saatchi & Saatchi, New York is scheduled to air during the second quarter.

“The Super Bowl is the one time you watch a show and don’t want to miss the commercial breaks,” said Suzanne Watson, Tide brand manager for North America at Procter in Cincinnati.

“Given the wide appeal for Tide to Go and the broad audience for the Super Bowl,” she added, “it’s a perfect fit.” Tide to Go, which was introduced in 2005, is particularly fitting for a Super Bowl berth, Ms. Watson said, because of its properties as a quick stain remover.

“There are thousands of parties that night,” making Super Bowl Sunday “the biggest stain-based occasion of the year,” she added. “With Tide to Go right there, you don’t have to get up to clean your shirt or pants.” The Tide to Go commercial will be supported by a wide-ranging marketing campaign, Ms. Watson said, that will include the Internet, public relations and promotions. Such nontraditional elements “can really connect with consumers outside the laundry room,” she added, “and in their daily lives.”

“We haven’t been focused on how this TV spot will measure relative to others,” Ms. Watson said. “We just want to do the best in communicating with our consumers.”

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