Good use of a Super Bowl spot

I'm generally dubious of Super Bowl ads. They are expensive and high risk. But P&G has come up with an innovative way to use them that has a lot of merit.

P&G purchased one spot. They then had an internal competition among their brands and agencies to see which commercial would air.

(Charmin won.)

That's not a bad incentive. It probably stimulated an uptick in creative thinking across their product line as competition usually does. For a big company like P&G, that's a good return on an investment of four or five million dollars.