Stain Yourself

 In most cases, we refrain from using too many examples of work from Digitas for this blog. Which helps make Attention Shoppers! that bastion of objectivity so many of you have come to know and love. Today, however, I am making an exception. Because work from Digitas is the best example of a CPG company leveraging a Super Bowl spot in the online space.   

Of course, it helps to start with a very good TV commercial. And the one for Tide-to-Go, created by Saatchi & Saatchi, is very good indeed (that’s not just my opinion—the USA Today poll put it in the top 10 best spots of the evening, and Yahoo had it third).  What’s more, it is that rare bird in the flock of Super Sunday spots: one based on real consumer insight instead of a joke.   

The spot directed viewers to My Talking Stain.com, where they can recreate the commercial and replace the talking stain with their photo and voice. A number of bloggers (and not just this one) are already talking in glowing terms about both the spot and the site.