Lead Agency: Saatchi & Saatchi
For my first blog post, I thought it would be fitting to highlight this Super Bowl Tide campaign that will live in my brain forever. Not only is the concept of this campaign creative and different, but having David Harbour as the face of the various ads makes it hilarious for viewers.
Tide immediately took over the 2018 Super Bowl with its first-quarter commercial. The beginning of the commercial leads you to believe it's just your typical Super Bowl car commercial but Tide was simply mocking other brands by creating various Super Bowl commercial scenarios with Harbour clarifying that this is actually just a Tide ad.
At the end of the first commercial Harbour asks, “So, does this make every Super Bowl ad... a Tide ad?”, immediately blowing up on various social media platforms. But Tide wasn’t done yet.
During a second-quarter commercial break, viewers saw what they assumed to be an Old Spice ad starring the iconic Isaiah Mustafa from Old Spice’s "The Man Your Man Should Smell Like" commercials. But to everyone’s surprise, this indeed was also a Tide ad.
This is when viewers begin to doubt everything they're seeing and wonder if any other ads are trying to trick them.
During the 3rd quarter commercial break, Mr. Clean made an appearance but was eventually replaced by Harbour clarifying that once again, this is still a Tide ad. Even in the game’s live broadcast, Harbour made an appearance in both team’s jerseys with the narrator saying, “Welcome back to another Tide ad”.
When NBC’s broadcast experienced an unexpected, 30-second blackout during the second quarter of the game, Tide took advantage of this as well.
What I find most impressive about this entire campaign is that Tide repositioned the way viewers see their brand. With many laundry commercials revolving around dirtiness, these Tide ads focused on cleanliness.
Overall, the “It’s a Tide ad” campaign was a huge success and will stick with many viewers (like me). According to Nick Miaritis, this ad was mentioned in 680 news outlets, created 35% sales growth for the brand, and had a total of 3.6 billion impressions... All without showing a single stain.
Now every time I watch a commercial that little voice inside my brain goes, “Is this a Tide ad?”. What about you?
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