David Harbour hijacks what appears to be a pharma ad of old citizens playing tennis, however they all wear clean white tennis clothes, so it’s a Tide ad.

In the US, pharmaceutical commercials are characterized by a slice of life that shows a physical problem (like back pain) and a lifestyle montage once they’re cured. Legal voice over tends to play under the montage.

#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.