P&G’s Always is Super Bowl winner: but is it an ad?

Apparently this cut-down version of an old Always sanpro ad from Procter & Gamble and Leo Burnett (are we still allowed to say ‘sanpro’?) got more social media activity than even Anomaly’s puppies/horse/big bad wolf opus did for Budweiser.

Well it’s ‘school of Dove’ I suppose.

But maybe, now that we’ve finally admitted women into the world in the 21st Century (apart from in Saudi Arabia and other friends of the GB establishment) we’re going to have to get used to more of this stuff.

Just a trifle uneasy with ads as social engineering.

MAA creative scale:4.5

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.