Procter & Gamble's Super Bowl advertisement for Tide worked because it got the message across in a humorous way and related to football. "Tide wins one of my top three prizes for creating a winning Super Bowl ad because it so cleverly adhered to one of the basic rules of brand-building. Stay close to what makes your product relevant and different and tell your story in a relevantly different way. This was no Hail Mary pass," writes Allen Adamson.

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