Tide tried to win the 2017 Super Bowl with a pair of ads that seemed to spring out the real broadcast action by enlisting Fox studio commentators. In 2018, the Procter & Gamble brand took things a step further with four ads totaling one minute and thirty seconds that mimicked just about every kind of Super Bowl ad, and made every Super Bowl ad look like a Tide ad in turn. (This is the finale; start with the first one here.)
By the third quarter, Tide was being mentioned on Twitter more than any Super Bowl advertiser that wasn't a movie, according to Amobee.
The series of ads from Saatchi & Saatchi featuring "Stranger Things" star David Harbour also brought in Isaiah Mustafa reprising his role as Old Spice's "The Man Your Man Should Smell Like"; P&G's 2017 Mr. Clean ad; and a reasonably believable pharmaceutical ad in the fourth quarter, complete with a prepared script for folks who called the toll-free number. Tide even managed to get a Clydesdale into an ad ahead of Budweiser in a comprehensive effort to mock nearly every staple of Super Bowl advertising.
Mustafa, Betty White and Danica Patrick took to Twitter as part of a social-media campaign, the latter asking Harbour if she's actually been in Tide ads all these years. Taylor & Co. led the social-media effort, which went beyond the paid and planned: A war room that also included Omnicom's Hearts & Science and Saatchi came up with one of the best game tweets following a brief second-quarter blackout in NBC's feed: "Clean clothes are still clean in the dark. If it's clean, it's a #TideAd."
Tide's effort at ubiquity even raised questions about whether the blackout was a planned stunt as part of its Super Bowl campaign. It wasn't, P&G and NBC said.
AGENCY: Saatchi & Saatchi
QUARTER AIRED: Q4