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Volume 26 No. 209
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Tide Campaign Implores NFL Fans To Plan Laundry Around Game Days

Tide suggests the NFL has a "new meaning, 'Not For Laundry,'" in an ad campaign "enlisting the league, Peyton Manning, NBC, Gwen Stefani and others for a new push that aims to ensure no one misses football over a little thing like laundry," according to Jack Neff of AD AGE. The TV, digital and social campaign debuted last night during NBC's first "SNF" broadcast of the year. The work from P&G's multi-agency shop Woven "starts with a spot where Manning announces that the NFL has declared Tuesday the new night for laundry, so no one misses football." After that is a "faux promo" for NBC's "The Voice," where judge Stefani "complains about the NFL's plan stepping on her time slot." Subsequently, Manning "returns with a 30-second apology on behalf of the NFL." Then "comes another faux promo in which the cast of NBC's 'Superstore' grouses about the NFL possibly shifting laundry night to Thursday." Meanwhile, in another Tide spot to be "used as a promo for future NBC Sunday Night broadcasts," Ravens RB Mark Ingram "plays a crazed herald, tapping on a man's window from outside to repeatedly warn him 'Sunday is coming,' so he can get laundry done in advance" (ADAGE.com, 9/8).