The 30-second Super Bowl debut for Colgate-Palmolive Company's Speed Stick shows a young man get himself in a compromising position in a laundromat. It was a continuation of the “Handle It” campaign led by Red Fuse in New York, an agency set up by WPP to handle Colgate-Palmolive brands.
The campaign asked consumers to post on Twitter about moments when they've kept their cool. One tweet inspired director David Brashear, via the Tongal crowd-sourcing video site, to produce "Laundry," according to Speed Stick.
Doritos earlier mined the same setting to great effect in the 1998 Super Bowl ("Laundromat").
"Laundry" wasn't the only ad in the 2013 game shaped by Twitter: Lincoln's "Steer the Script" was based on a combination of suggestions posted to Twitter.
The spot was posted online the Thursday before Super Bowl Sunday.
Director: David Brashear. Production company: Ryactive. Creative director: Ryan Pamplin.
BRAND: Speed Stick
AGENCY: Red Fuse
QUARTER AIRED: Q3