ADWEEK: Marc Pritchard Says P&G’s First Multi-Brand Super Bowl Ad Is All About ‘Constructive Disruption’

In Procter & Gamble’s upcoming Super Bowl spot, a bowl of chili has hit the fan—literally—at Sofia Vergara’s house party, and she’s turning to America for assistance with the cleanup.

In the company’s first multi-brand commercial, P&G is asking viewers to get involved by visiting WhenWeComeTogether.com, an interactive site that allows users to direct the actions of Vergara and her guests. The most popular narrative, as chosen by viewers, will become the 60-second spot’s final version aired during the fourth quarter of Sunday’s game. Cincinnati-based Grey Midwest led the creative team.