Apparently, a fire broke out on the track of the Daytona 500 last year. Spectators were surprised when crews pulled out huge boxes of Tide to douse the flames and clean-up the mess. P&G decided to take advantage of the opportunity and created a 15 second spot explaining what happened. In case you missed it, here it is.
While I am not a NASCAR fan, I can’t help but be impressed by the fact that Tide was used in this critical cleaning situation. (Full disclosure, I am a Tide user.) As someone whose brand loyalty to Dawn began when it was used to clean oil off of baby ducks after a tragic spill, I can’t help wonder if this effort will be equally successful for Tide. I guess only time will tell.
(2012, December 28) Television: Starcom MediaVest P&G and Tide, Tide at daytona 500. mediapost.com. Retrieved January 2, 2012, from