When Every Ad Was a #TideAd: How P&G Hijacked the Super Bowl

Inside Saatchi's clever crowd pleaser from 2018

Talk about a big idea—a Super Bowl campaign that could take over all the other commercials during the game. Procter & Gamble's Tide managed just that in 2018 with "It's a Tide Ad," which used a clever insight to make the most audacious land grab in Super Bowl history. Revisit the work with our panel of experts in the video above.


  • Rob Reilly, Global Chief Officer, WPP
  • Tim Nudd, Editor in Chief, Clio Awards and Muse by Clio
  • Fernando Machado, Chief Marketing Officer, Activision Blizzard
  • Susan Credle, ​​Global Chief Creative Officer, FCB
  • Matt Wallaert, Behavioral Science Expert

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