That time we saved Procter & Gamble all that money

CANNES MOBILE LIONS 2014

During the years I ran the Tide account at Saatchi & Saatchi, they had a somewhat less favorable outlook on Super Bowl media buys. In 2014, we decided that we couldn't let that stop us from getting a great idea off the ground, and, in lightning-fast real time, filmed responses to all the commercials that other Super Bowl advertisers featured in their own efforts.

This garnered the brand 151 million impressions, which means it had a larger audience than the Super Bowl itself.  See what AdAge had to say about it.