10 Most Compelling Ad Campaigns of the Decade: Why They Went Viral (Final Part)

P&G’s brand, Tide-to-Go stayed true to its mother brand values in its advertisement spot -“Interview,” where a young man interviewing for a job gets an anthropomorphized spot on his shirt, which talks to the interviewer, stealing the attention away from the interviewee. The young man uses his Tide-to-Go pen to make it disappear and, in doing so, reclaims the attention of the interviewer.

The ad is funny but, more importantly; it is wholesome and appeals to the “family brand” dynamic that P&G puts at the center of its identity. Ranked as the highest viewed ad in 2008, according to YouTube’s AdBlitz, the ad went viral when P&G asked consumers to create spoofs and variations on ad, showing new scenarios in which the quick-acting Tide-to-Go pen could be used. By staying true to the “family friendly” brand value of P&G in the ad’s tone, underlining the simplicity of the product, and asking families to chime in with their own ideas, Tide created a sense of wholesome community while showcasing the simplicity and ease-of-use of arguably their new flagship product.
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