The Drum Awards Festival - Extended Deadline

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Agency: Grey
Date: Jan 2020
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For the first time in its history of Super Bowl ads, P&G will bring together seven of its brands in a TV commercial co-created by people across the country.

Visitors to will be able to direct the action 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 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 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.

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.