David Harbour reappears again, to remind us that what looks like a Budweiser Clydesdales spot and even last year’s Mr. Clean Super Bowl ad are also Tide ads.

Clydesdales are the iconic horses that have appeared in Budweiser advertising over the decades.

Last year, Mr. Clean had one of the most popular Super Bowl ads that showed a dancing and cleaning Mr. Clean in front of a woman who gets carried away. Mr. Clean is a 60 year old iconic cleaning brand in the US.

This third spot in the campaign had over 479,000 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.