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.

Featuring:

  • 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

Check out more Super Bowl Classics below.


Always 'Like a Girl,' From Online Viral Hit to Super Bowl Champion


The Sad, Somber Hilarity of Monster.com's 'When I Grow Up'


Chrysler and Eminem's Epic Salute to Detroit and Its Auto Industry


The Enduring Charm of Coke's Mean Joe Greene Ad


The Night Alexa Lost Her Voice but Spoke Louder Than Ever


Eli Manning on His NFL Ad and Those Sweet Dirty Dancing Moves


The NFL's Epic Super Bowl Ad That Was 100 Years in the Making


Nothing but Net: Jordan and Bird's Epic Showdown for McDonald's


How Reebok's Terry Tate Smashed His Way Into Super Bowl History


Cindy Crawford for Pepsi: Two Icons, One Perfect Super Bowl Ad


Budweiser's 'Puppy Love' ... the Cutest Super Bowl Ad Ever?


How Doritos and Mountain Dew Created a Rap Battle for the Ages


Betty White and Snickers: A Match Made in Super Bowl Heaven

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Tim Nudd
Tim Nudd is editor in chief of the Clio Awards, editor of Muse by Clio, and host of the podcast Tagline. He is the former creative editor of Adweek.

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