It's a Tide Ad
Tide (Procter & Gamble)2018
It's a Tide Ad is a 2018 super Bowl campaign (multiple spots across the broadcast) for Tide, created by Saatchi & Saatchi, New York.
The line
If it's clean, it's a Tide ad.
Why it works
The cleverest media hack in Super Bowl history. Tide opened every ad-genre cliché — car spot, beer spot, razor spot — before David Harbour interrupted: look at the clean clothes; it's a Tide ad. By seeding spots throughout Super Bowl LII in 2018, the campaign weaponized the entire commercial break: every clean shirt in every other advertiser's spot became, implicitly, a Tide ad. It is studied for turning advertising literacy — the audience's own fluency in ad tropes — into the mechanic itself, and for the strategic jiu-jitsu of hijacking competitors' airtime without buying it. It shared the Cannes Lions Film Grand Prix in 2018.
Techniques
- Humour Opens with familiar car, beer and razor ad clichés, then has David Harbour interrupt to point at the clean clothes, parodying the whole commercial break.
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