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Creative

Viewers to Co-Create P&G’s First-Ever Interactive Super Bowl Ad

Sofia Vergara, Isaiah Mustafa, Rob Riggle and a lineup of iconic P&G brand ambassadors assemble this online experience from Grey Midwest

Viewers to Co-Create P&G’s First-Ever Interactive Super Bowl Ad

For the first time in its history of Super Bowl ads, P&G will bring together seven of its iconic brands in a TV commercial co-created by people across the country starting today by visiting the interactive site WhenWeComeTogether.com. 

Visitors to WhenWeComeTogether.com will be able to direct the action in real-time to select how they want to see Head & Shoulders’ spokesperson Sofia Vergara and her guests come together to tackle an epic Super Bowl party messy surprise. The most popular scenarios chosen among viewers will then be featured in a 60-second ad that will be dynamically created just minutes before it airs during the fourth quarter of Sunday night’s game. 

The star-studded guest list attending #SofiasSuperBowlParty includes: Rob Riggle, Troy Polamalu, Isaiah Mustafa, Busy Philipps, and Manolo Vergara. P&G’s Bounty, Mr. Clean, Febreze, Olay, Charmin, Head & Shoulders, and Old Spice brands also make appearances. 



“While others ask fans to watch their ads, P&G brands are asking America to create our ad in a way that’s never been done before at the Super Bowl,” said Marc Pritchard, chief brand officer at P&G. “We are re-inventing advertising through an interactive experience that reinforces the benefits of our brands in a fun and innovative way. We’re looking forward to seeing how fans live up to the idea that when we all come together, it is amazing what we can do.” 

“My friends and family love a good Super Bowl party, and part of the fun is the element of surprise – for the game’s outcome, and for what happens when you bring people together,” said Sofia Vergara. “One thing’s for sure – I’ve never had so many surprises in one party as I did at this one!” 

“I am living out a personal dream to be THE Quicker Picker Upper at Sofia Vergara's Super Bowl party,” said actor and comedian Rob Riggle, who dons two alter-egos fans can choose between to save the party. “Fans get to choose things like how messy the party gets, how yours truly shows up and how we all come together in the end. I don’t even know how it will end, but I can tell you the Quicker Picker Upper has never looked so good.” 

The online experience is powered by an interactive video technology platform created by eko. This is the first time eko technology will be used to create a Super Bowl ad. “I’m thrilled for eko to partner with P&G to transform the very idea of what a campaign can be on the biggest night in advertising,” said eko CEO Yoni Bloch. “Powered by eko, an ad becomes a choice-driven experience: engaging, empowering and truly personalized.” 

The creative team behind the Super Bowl party America will get to direct was led by the Cincinnati-based agency, Grey Midwest. “Grey Midwest has a great and long-standing partnership with P&G. We are thrilled to be the lead creative agency on this historic Super Bowl commercial – a first for Grey Midwest,” said Tony Desjardins, managing director of Grey Midwest. “Producing a seven-brand experiential and interactive ad in which America creates the story line has been an exciting challenge. We are privileged to have P&G trust our agency with this first-of-its-kind Super Bowl ad.” 

Don’t miss the opportunity to be part of the action! Starting January 30, go to WhenWeComeTogether.com and help P&G create their Super Bowl ad. Then, keep an eye out in the fourth quarter of Sunday night’s game to see how many of your choices appear in the 60-second ad that will represent the most popular scenarios chosen among viewers. 
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Advertiser: P&G

Spot Title: When We Come Together

First Air Date: February 2, 2020

Agency: Grey Midwest

CREATIVE AGENCY: Grey Midwest

Chief Creative Officer: Adam Kahn

Chief Client Officer: Christopher Reintz

Group Director, Client Operations: Sarah Medley

Creative Director: Brooke Anderson

Art Director: Zach Fugate

Copywriter: Brooke Strozdas

Associate Project Manager: Lyndsey Noland

Agency: Grey HQ

President, Team P&G: Debby Reiner

Global CCO: John Patroulis

Chief Content Officer: Jeff Stamp

Design Director: Han Lin

Designer: Juliano Domingues

PRODUCTION AGENCY: Townhouse

Chief Production Officer: James McPherson

Integrated Producer: Dante da Parma

Music Producer: David Lapinsky

Head of Business Affairs: Stephen Bernstein

VP, Head of Talent: Natasha Howell

Business Managers: Beverly Beach & Tim O’Shea

Production Company: Rattling Stick (Santa Monica, CA)

Partner & Executive Producer: Joe Biggins

Executive Producer: Jeff Shupe

Line Producer: Joey Zadwarny

Directors: Aircastle

Director of Photography: Ryley Brown

Production Supervisor: Cory Desrosiers

EDITORIAL: Final Cut NY/LA

Editor: Crispin Struthers

Executive Producer: Sarah Roebuck

Producer: Sue Romweber

Assistant Editor: Chris Rizzo

CG/VFX: Glassworks

VFX Supervisor / 2D Lead: Kyle Obley

Executive Producer: Chris Kiser

Producer: Belén Palos

2D Artists: Blake Huber, Alexis da Camara, Nils Crompton, Maxence Peillon, Eric Schaechter, George Marmoutas

Design & Motion GFX: Nils Crompton

3D Artists: Rudiger Kaltenhäuser, Darren Macpherson, Callum Austin, Jef Fleurkens

Jnr. Producer Jamie McCubbin

POST/FINISHING: Significant Others

Producer: Alek Rost

Producer: Kyra Hendricks

Flame Artist: Dirk Greene

Audio Engineer: T. Terressa Tate

Music: Junto Sounds

Executive Producer: Jared Schlemovitz

CG/VFX: Silver Spoon (Mr. Clean)

Managing Director: Dan Pack

Executive Producer: Laura Herzinig

Lead Compositor: Josh Weiss

CG/VFX: Passion Pictures (Charmin Bear)

Director/Animator: Russell Brooke

Producers: Matt Saxton, Juliette Stern

Light & Render: Simon Brown

Compositor: Andre Bittencourt

VFX Supervisor: Dave Walker

Technical Partner: Eko

Chief Creative Officer: Alon Benari

Producer: Irene Babych

Principal Talent: PRE

Managing Director: Megan McMahon

Director, Talent Procurement: Valerie Holmes

Talent Procurement: Brad Griffiths

Genre: Comedy , People