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'It's a Tide Ad.' How P&G Won the Super Bowl by Ignoring the Rules

This week on Tagline, we look at the making of Saatchi & Saatchi's epic 2018 campaign

Tagline is our podcast about the making of great ads. Listen to Season 2, Episode 6 above.

How do you hijack all 53 ads in the Super Bowl while buying just 90 seconds of airtime? P&G's Tide and Saatchi & Saatchi managed that impressive feat in 2018 with "It's a Tide Ad," one of the most clever and entertaining campaigns ever to run on the game. This week, we revisit "Tide Ad" with its creators to learn the full backstory, from the idea, to the craft, to the wild experience on game night, to the results—which included one of advertising's all-time best-ever marriage proposals.

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Below, see the Tide ads from the 2018 game:

It's a Tide Ad (1)
It's a Tide Ad (2)
It's a Tide Ad (3 and 4)
It's a Tide Ad (5)


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Brand Text
Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

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