Procter & Gamble-owned detergent brand Tide has a strong heritage when it comes to the Super Bowl. In 2007, its stain removal pen was advertised with an obnoxious talking stain and in 2013, quarterback Joe Montana became a miracle stain and a national sensation… before being successfully erased forever by Tide. In 2017, sports TV presenter Terry Bradshaw's barbecue sauce stain started trending before actor Jeffrey Tambor and a Tide pod came to the rescue. This year, Bradshaw made a cameo appearance in Tide's 2018 Super Bowl effort, It's A Tide Ad.

The campaign parodied not just other types of Super Bowl ad but US advertising in general, even drawing on famous spots within the P&G stable such as Mr Clean and Old Spice.