In a Super Bowl first, P&G is asking fans to direct its Super Bowl ad

P&G is bringing together seven of its leading brands for a choose-your-own-adventure style Super Bowl ad in which consumer voting will determine how the ad unfolds.

Since Jan. 30, P&G has been directing people to a dedicated website,, which shows Modern Family star Sofia Vergara hosting a Super Bowl party featuring a big bowl of chili in a pristine white house. What could go wrong? (See the teaser below.)

The spot features several celebrities, including Rob Riggle, Troy Polamalu, Old Spice Guy Isaiah Mustafo, Busy Phillips and Monolo Vergara. While Bounty is the hero brand, P&G’s Mr. Clean, Febreze, Olay, Charmin, Head & Shoulders and Old Spice brands are also featured.

As the video unfolds, visitors are invited to vote on a variety of different scenarios (80s sax music or 90s piano as the soundtrack, who gets splattered with chili, etc.). The most voted-for scenarios will make up the final version of the 60-second spot airing during the fourth quarter of Sunday’s game.

The spot was developed by Cincinnati-based Grey Midwest using technology from the Israeli-based startup Eko, which specializes in what it describes as “interactive storytelling.” Eko started with interactive music videos before moving into digital ads and branded content, producing interactive videos for clients including IKEA, Coca-Cola and Nike.

“Powered by Eko, an ad becomes a choice-driven experience: engaging, empowering and truly personalized,” said Eko CEO Yoni Bloch in a release.

“While others ask fans to watch their ads, P&G brands are asking America to create our ad in a way that’s never been done before at the Super Bowl,” said P&G’s chief brand officer Marc Pritchard in a release. “We are re-inventing advertising through an interactive experience that reinforces the benefits of our brands in a fun and innovative way. We’re looking forward to seeing how fans live up to the idea that when we all come together, it is amazing what we can do.”

Chris Powell