Brand: TideClient: 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...