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CANNES, France—Procter & Gamble began the year by invading the Super Bowl with the inescapable “It’s a Tide Ad” campaign, and now the CPG giant has successfully conquered the Cannes Lions.
Two P&G spots, “It’s a Tide Ad” from Saatchi & Saatchi New York and “The Talk” from BBDO New York, shared the top spot in the ad festival’s high-profile Film category. The Tide campaign also won a Titanium Lion, recognizing work that advances and expands the creative industry.
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