Agency: Saatchi & Saatchi
Title: “It’s a Tide Ad”
Description: “Tide partnered with actor David Harbour, who starred in a 45-second spot which aired during the first quarter of the game (Super Bowl LII) . Harbour acted out a variety of generic ads for automobiles, beer, perfume, etc. before asking a simple and obvious question: so does this make every Super Bowl ad a Tide ad?
David Harbour returned six more times throughout the game to remind America that Tide was responsible for all the joy, laughter, tears and remarkably clean clothes they were enjoying during the commercial breaks... ...While other brands, like Old Spice and Mr. Clean, showed up throughout the game, it was all part of Tide’s master plan, because no matter which “product” was being advertised, the people singing (and dancing) its praises were wearing the cleanest and freshest clothes imaginable, leading viewers to only one conclusion: every ad is a Tide ad.”