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P&G Plays The Incredibles

Oct 26, 2004 10:52 AM, By Betsy Spethmann

Procter & Gamble last week broke a TV spot tied to Disney/Pixar's upcoming film The Incredibles.

Mrs. Incredible's
testimonial touts
P&G brands

The spot casts Mrs. Incredible as spokeswoman for three P&G brands: Tide, Bounce and Downy. She talks about how hard it is to keep a superhero family's clothes clean; a tag at the end of the spot pitches the film itself.

The spot will air for four to six weeks, timed to the Nov. 5 movie premiere. Concept One Communications, Westport, CT, created the spot for P&G. P-O-P supports via The Integer Group, Denver.

This is the second time that P&G has partnered with a studio for a short-term ad campaign that pairs film characters with P&G's brands. Its first foray, a fourth-quarter 2003 tie-in with Universal Studio's Dr. Seuss' The Cat in the Hat, showed Thing 1 and Thing 2 fueling their cleaning machine with P&G products. Concept One handled that effort as well.