Largest Procter & Gamble brand in North America Kicks Off Multifaceted Campaign During Super Bowl XLII

Today, Tide aired an advertisement for the #1 instant stain remover, Tide to Go, during Super Bowl XLII, marking the detergent category leader's first foray into the Super Bowl and the first time for a Procter & Gamble brand since 2004. Tide to Go's 30-second spot, created by Saatchi & Saatchi of New York, provided a humorous look at the consequences of embarrassing stains, with a "talking stain" overshadowing a job candidate's interview. It was the national debut for the spot which received widespread industry recognition including a 2007 Cannes Silver Lion award. Tide to Go's Super Bowl spot served as the launching pad for a new digital campaign and microsite — http://www.mytalkingstain.com — where consumers are encouraged to create their own 'spoofs' of the Talking Stain spot. The winning consumer ad will air on Primetime television later this year.