Despite its place atop all other marketers as the country's top ad spender, and a 1998 pre-game spot for its Tide brand, Procter & Gamble had never been to a Super Bowl until 2004.
P&G's ad time went to Charmin after an internal bake-off that also included Crest, Swiffer, Prilosec, Pringles and Mr. Clean AutoDry Carwash. The result was this spot by the New York office of Publicis Worldwide featuring football and a prank by a Charmin bear mascot.
P&G's next Super Bowl appearance didn't come until 2008, when it ran Saatchi & Saatchi's funny talking-stain ad for Tide to Go ("Interview").
CBS charged an average of $2.3 million for 30 seconds in its telecast of Super Bowl XXXVIII.
Director: Bob Giraldi. Production company: Giraldi Suarez Productions. Director of photography: Daniel Pearl.
Agency producer: Joanne Diglio. Chief creative officer: David Droga. Executive creative director: Peter Nicholson. Group creative director/copywriter: Sherry Nemmers. Editorial: 89 Editorial.
AGENCY: Publicis Worldwide