What happens when you mix Procter and Gamble’s portfolio of products with a bunch of raving, beer-guzzling, wing-eating football fans? That is exactly what Grey Midwest and client P&G are doing for their Super Bowl effort. The Cincinnati-based company will bring together seven of its iconic brands in a TV commercial designed to be co-created by viewers across the country starting today by visiting the interactive site WhenWeComeTogether.com.
Pretty cool indeed.
Viewers will be able to direct the action in real-time to select how they want to see Head & Shoulders’ spokesperson Sofia Vergara and her guests come together to tackle an epic Super Bowl party messy surprise.
The most popular scenarios chosen among viewers will then be featured in a 60-second ad that will be dynamically created just minutes before it airs during the fourth quarter of Sunday night’s game.
The star-studded guest list attending #SofiasSuperBowlParty includes: Rob Riggle, Troy Polamalu, Isaiah Mustafa, Busy Philipps, and Manolo Vergara. P&G’s Bounty, Mr. Clean, Febreze, Olay, Charmin, Head & Shoulders, and Old Spice brands also make appearances.
“While others ask fans to watch their ads, P&G brands are asking America to create our ad in a way that’s never been done before at the Super Bowl,” said Marc Pritchard, chief brand officer at P&G. “We are re-inventing advertising through an interactive experience that reinforces the benefits of our brands in a fun and innovative way. We’re looking forward to seeing how fans live up to the idea that when we all come together, it is amazing what we can do.” Watch the teaser spot below directed by Rattling Stick’s Aircastle.
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The creative team behind the Super Bowl party America will get to direct was led by the Cincinnati-based agency, Grey Midwest. “Grey Midwest has a great and long-standing partnership with P&G. We are thrilled to be the lead creative agency on this historic Super Bowl commercial – a first for Grey Midwest,” said Tony Desjardins, managing director of Grey Midwest. “Producing a seven-brand experiential and interactive ad in which America creates the story line has been an exciting challenge. We are privileged to have P&G trust our agency with this first-of-its-kind Super Bowl ad.”
“My friends and family love a good Super Bowl party, and part of the fun is the element of surprise – for the game’s outcome, and for what happens when you bring people together,” added Sofia Vergara. “One thing’s for sure – I’ve never had so many surprises in one party as I did at this one!”
Comedian Rob Riggle shared, “I am living out a personal dream to be THE Quicker Picker Upper at Sofia Vergara’s Super Bowl party. The actor dons two alter-egos fans can choose between to save the party. “Fans get to choose things like how messy the party gets, how yours truly shows up and how we all come together in the end. I don’t even know how it will end, but I can tell you the Quicker Picker Upper has never looked so good.”
The online experience is powered by an interactive video technology platform created by eko. This is the first time eko technology will be used to create a Super Bowl ad. “I’m thrilled for eko to partner with P&G to transform the very idea of what a campaign can be on the biggest night in advertising,” said eko CEO Yoni Bloch.
Starting January 30, go to WhenWeComeTogether.com and help P&G create their Super Bowl ad. Then, keep an eye out in the fourth quarter of Sunday night’s game to see how many of your choices appear in the 60-second ad that will represent the most popular scenarios chosen among viewers.
CREDITS:
CLIENT: P&G
AGENCY: Grey Midwest
- CHIEF CREATIVE OFFICER: Adam Kahn
- CHIEF CLIENT OFFICER: Christopher Reintz
- GROUP DIRECTOR, CLIENT OPERATIONS: Sarah Medley
- CREATIVE DIRECTOR: Brooke Anderson
- ART DIRECTOR: Zach Fugate
- COPYWRITER: Brooke Strozdas
- ASSOCIATE PROJECT MANAGER: Lyndsey Noland
- AGENCY: Grey HQ
- PRESIDENT, TEAM P&G: Debby Reiner
- GLOBAL CCO: John Patroulis
- CHIEF CONTENT OFFICER: Jeff Stamp
- DESIGN DIRECTOR: Han Lin
- DESIGNER: Juliano Domingues
PRODUCTION AGENCY: Townhouse
- CHIEF PRODUCTION OFFICER: James McPherson
- INTEGRATED PRODUCER: Dante da Parma
- MUSIC PRODUCER: David Lapinsky
- HEAD OF BUSINESS AFFAIRS: Stephen Bernstein
- VP, HEAD OF TALENT: Natasha Howell
- BUSINESS MANAGERS: Beverly Beach & Tim O’Shea
- PRODUCTION COMPANY: Rattling Stick (Santa Monica, CA)
PRODUCTION COMPANY: Rattling Stick
- PARTNER & EXECUTIVE PRODUCER: Joe Biggins
- EXECUTIVE PRODUCER: Jeff Shupe
- LINE PRODUCER: Joey Zadwarny
- DIRECTORS: Aircastle
- DIRECTOR OF PHOTOGRAPHY: Ryley Brown
- PRODUCTION SUPERVISOR: Cory Desrosiers
EDIT: Final Cut NY/LA
- EDITOR: Crispin Struthers
- EXECUTIVE PRODUCER: Sarah Roebuck
- PRODUCER: Sue Romweber
- ASSISTANT EDITOR: Chris Rizzo
CG/VFX: Glassworks
- VFX SUPERVISOR / 2D LEAD: Kyle Obley
- EXECUTIVE PRODUCER: Chris Kiser
- PRODUCER: Belén Palos
- 2D ARTISTS: Blake Huber, Alexis da Camara, Nils Crompton, Maxence Peillon, Eric Schaechter, George Marmoutas
- DESIGN & MOTION GFX: Nils Crompton
- 3D ARTISTS: Rudiger Kaltenhäuser, Darren Macpherson, Callum Austin, Jef Fleurkens
JNR. PRODUCER JAMIE MCCUBBIN
POST/FINISHING: Significant Others
- PRODUCER: Alek Rost
- PRODUCER: Kyra Hendricks
- FLAME ARTIST: Dirk Greene
- AUDIO ENGINEER: T. Terressa Tate
MUSIC: Junto Sounds
EXECUTIVE PRODUCER: Jared Schlemovitz
CG/VFX: Silver Spoon (Mr. Clean)
- MANAGING DIRECTOR: Dan Pack
- EXECUTIVE PRODUCER: Laura Herzinig
- LEAD COMPOSITOR: Josh Weiss
CG/VFX: Passion Pictures (Charmin Bear)
- DIRECTOR/ANIMATOR: Russell Brooke
- PRODUCERS: Matt Saxton, Juliette Stern
- LIGHT & RENDER: Simon Brown
- COMPOSITOR: Andre Bittencourt
- VFX SUPERVISOR: Dave Walker
TECHNICAL PARTNER: Eko
- CHIEF CREATIVE OFFICER: Alon Benari
- PRODUCER: Irene Babych
PRINCIPAL TALENT: PRE
- MANAGING DIRECTOR: Megan McMahon
- DIRECTOR, TALENT PROCUREMENT: Valerie Holmes
- TALENT PROCUREMENT: Brad Griffiths
SOURCE: Grey Midwest
