Campaign details

Brand: Tide
Client: Procter & Gamble (P&G)
Agency: Saatchi & Saatchi New York

Super Bowl LII: the biggest night for advertising. A night when the sexiest brands in the hottest categories pull out all the stops to wow audiences on media's biggest stage. So how could we make Tide, a detergent in a decidedly unsexy category, not just stand out, but actually win the night?

By turning virtually every single ad in the Super Bowl into a Tide ad.

It all started with a simple insight: everybody notices stains, but since clean is invisible, it is taken for granted. So we set out to elevate the visibility of clean, and claim Tide's ownership of it in the process.

We turned to a stage that would allow us to celebrate clean in a big way. And what better stage than the Super Bowl, where all the commercials feature immaculately clean clothes?