To prove Tide’s cleaning power to skeptical consumers, the brand leaned into its long-standing NFL partnership in a new and uncharacteristic way. Without a single script in hand, they took a creative leap-of-faith: venturing out to NFL gameday tailgate parties across America, for a journey in search of real stains on real fans’ turf. In each NFL city, Tide kept the cameras rolling, venturing deep into the heart of local football culture, while experiencing all the ways fans celebrate—mainly enjoying greasy, saucy and messy pre-game foods that invariably ended up on their clothes. Tide then took these real stain moments and turned them into branded content. By thinking social- and local-first, the brand was able to connect directly with its intended audiences—featuring the stains most relevant to them while amplifying consumer belief in Tide's unmatched cleaning power.