David Harbour hijacks an Old Spice ad to remind everyone that whenever they see clean clothes it’s a Tide ad. He ends up riding a double horse with Old Spice spokesman Isaiah Mustafa (from the iconic ad the Man Your Man Could Smell Like).

Old Spice’s “The Man Your Man Could Smell Like” is one of the most beloved and iconic commercials in the last decade. Isaiah Mustafa is an actor known for Old Spice.

This second spot in the Tide Ad campaign had over 824,000 organic views and social conversations around #TideAd spiked again with this continuation of the campaign.

#TideAd took control of the Super Bowl on the live broadcast and on the second screen. This required us to use the 100 seconds of our media buy and turn them into a long running question: is every ad a #TideAd? We launched the idea with a :45 second spot in the first quarter. We followed up with a :15 in the second quarter, two :7.5s stitched together for the third quarter, two :05 broadcast integrations and a final :15 right before the end of the game. All of them featured unexpected appearances from David Harbour in other ad genres. This innovative use of media kept the audience guessing every commercial break if the next ad would turn out to be a Tide ad.