There will be much to remember from this year’s Daytona 500, but from a brand marketing perspective, the most indelible is unquestionably the use of Tide detergent to help clean up the jet fuel that poured onto the track after Juan Pablo Montoya’s Target car careened into a jet dryer during a caution igniting an explosion and causing a several hour red flag race delay. Proctor & Gamble’s Tide brand, of course, was one of the sponsors that helped open the floodgates of NASCAR sponsorship beyond automotive-endemic sponsors, beer and tobacco. The Tide Ride holds a place in NASCAR marketing lore, helping carry Darrell Waltrip and Ricky Rudd to tremendously successful careers.
Archive for February, 2012
The pattern continues. Lots of celebrities. Lots of ad agency self indulgence. A handful of ads that went one joke too far. And a handful
of really nice ads. During the game (an extremely delightful one, by the way), my general assessment was that it was a particularly weak showing for advertisers. But as I reviewed ads again today, without the distraction of the Twitterverse exploding over Madonna and David Beckham, I realized that a majority of the advertising was solid, there just wasn’t an excessive amount of epic work. That, however, won’t deter us from offering up our opinions with the 3rd Annual DEEP Connection Super Bowl Ad Review.