For NFL fans and marketers, the Super Bowl landscape looked… tricky.

When P&G asked us for a Super Bowl program, we saw a huge opportunity for their Gillette and Old Spice brands to get in on an internet trend: by partnering with TikTok to take the #ThisorThat Challenge to a whole new level.

TikTok built a unique branded effect for people to show their at-home Super Bowl celebrations and their picks for the big game winner.