S T U D I O 1 2 : P&G's Choose Your Own Adventure

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First Things First

January 30, 2020

By Jameson Fleming

Marc Pritchard Says P&G's First Multi-Brand Super Bowl Ad Is All About 'Constructive Disruption'

When you're a CPG conglomerate like P&G, why make a Super Bowl ad for one product when you can fit seven brands into the same spot? That's exactly what P&G pulled off in its choose-your-own-adventure interactive game that debuted yesterday. Think Netflix's Bandersnatch, except it's an ad. When you head over to WhenWeComeTogether.com, you can work your way through a house-party scenario starring Sofia Vergara.

During the party, you can choose what will happen next. Should it be a jazz party or a piano party? What should Rob Riggle do as the physical embodiment of Bounty's "Quicker Picker Upper" tagline? Oh, and sexy Mr. Clean makes a comeback. It all comes together thanks to impressive tech from media and technology company Eko. P&G will ultimately air the commercial that consumers pick via the website.

Why It's So Very Peculiar That Bloomberg and Trump Are Running Super Bowl Ads

President Donald Trump and Democratic candidate Michael Bloomberg are set to be the first political candidates to ever air a national in-game Super Bowl spot. In 2008, former president Barack Obama used the Super Bowl to buy ad time in local marketers, but didn't opt for a national buy. In this story, publishing editor Sara Jerde runs down the unique road that led to two billionaires spending more than $20 million on two minutes of air time.

Watch it: Trump released the first of two 30-second ads that will run during the Big Game. It stays positive, focusing on his biggest achievements.

Watch it: Bloomberg's spot goes a different route, using storytelling to explain Bloomberg's stance on gun control.

More Super Bowl News:

We received access to the set of SodaStream's space-themed ad starring Bill Nye. Here's how the ad came together.
After weeks of rumors, GMC will be in the Super Bowl. LeBron James will introduce the electric Hummer in a 30-second ad.
Watch Every Super Bowl Ad Released So Far

McDonald's Has Fun With 'Famous Orders' in Sunday's Pre-Game Ad From W+K

We spend so much time on the in-game Super Bowl ads that great creative appearing during the pregame coverage can sometimes get lost. Here's a quick rundown of what a few brands are doing before the game kicks off:

After Kobe Bryant's death, Las Vegas initially held off on activating its new slogan, but will move forward with its plans to kick off its "What happens here, only happens here" campaign before the Super Bowl.
Last year, the NFL had an epic spot featuring dozens of former stars. This year, the NFL and 72andSunny created an extension of that campaign with a two-minute spot that looks toward the future.
McDonald's created a ridiculously fun, simplistic ad celebrating the orders of celebrities and famous fictional characters. Overhead shots like what you'd see in a Tasty video show McDonald's trays containing various orders for Kim Kardashian West, Magic Johnson, Dracula and more. Watch it here.

Best of the Rest: Today's Top News and Insights

Ad of the Day: Taco Bell's Newest Fake Movie Trailer is Fast, Furious and Filled With Nacho Fries

Taco Bell doesn't want its nacho fries to just be a seasonal product offering. It wants their semi-annual return to be an event.

Since launching the product—Taco Bell's first foray into fries–in 2018, the chain and creative agency Deutsch have produced fake movie trailers to promote them. Each one is highly believable in terms of production quality, with the only wink being the consistent focus on a certain brand's cheese-dipped fries.

Adweek Promos and Events

Hinge and ClassPass on CX, UX

How can you ensure your user experience aligns with consumers' needs? Hinge Chief Marketing Officer, Nathan Roth, and ClassPass Chief Commercial Officer, Zach Apter, join Adweek at Challenger Brands to share how they create deeper, more meaningful, connections with consumers by delivering user experiences that enrich consumers' lives. Passes are going fast–secure yours before they're gone and join us Mar. 4-5 in New York City.

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Edelman's Global Creative Chief on Being Your Best

Acclaimed marketer Judy John joined Edelman last spring as its first global chief creative officer from Leo Burnett in Toronto. Judy's hire was a major coup for CEO Richard Edelman. As the visionary behind Always' groundbreaking and award-winning #LikeAGirl campaign and one who doesn't mince words, Judy shares her career advice that's both simple and profound.