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2018 One Show - Public Relations

It's a Tide Ad Campaign

Agency Saatchi & Saatchi / New York

Client Procter & Gamble - Tide
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Annual ID

OS_PR18072M

About the Work

For Tide’s 2018 Super Bowl campaign, we set out to turn every Super Bowl ad into a Tide ad. During the game, over 103 million people watched David Harbour, a rising actor famous for his role in “Stranger Things,” appear in “stereotypical” Super Bowl ads and several infamous past Super Bowl spots, only to reveal that it’s really a #TideAd because of the clean clothes. Harbour appeared six more times, surprising viewers, leaving them to question every commercial. Through a combination of different channels, from broadcast integration to real time social media response, including the use of influencers, we made sure #TideAd became the cultural icon of the game. Within minutes, #TideAd was trending and was used over 45,000 times, with people even generating their own #TideAd content and spawning memes all over the internet. Post game, #TideAd was picked up by over 680 publications, garnering 3.6 billion+ impressions.