During the Super Bowl, over 103 million Americans expect to be entertained by the best advertising. We found something all ads have in common, something that we could point out while staying true to our brand: clean clothes. If the characters in an ad are wearing clean clothes, doesn’t that make it a Tide ad? With this premise, we turned every ad into a Tide ad, without once showing a single stain - something Tide hasn’t done in its 70-year history. The program kicked off with a :45 in the first quarter with David Harbour, a rising actor famous for his role in “Stranger Things,” setting up the idea. Harbour appeared six more times in stereotypical Super Bowl ads as well as iconic spots like Old Spice’s “The Man Your Man Can Smell Like,” and even as part of the broadcast.

The full campaign ran once during the Super Bowl on NBC with over 103 million people watching. Our :45 ran in the first quarter, with Harbour introducing the idea – whenever you see clean clothes, it’s a Tide ad. Harbour appeared six more times in stereotypical Super Bowl ads, several infamous past Super Bowl spots including Old Spice’s “The Man Your Man Can Smell Like” and even as part of the broadcast. Throughout the program, Tide also leveraged online video, social media and influencers to keep viewers engaged with #TideAd.

On Top of the over 103 million people who saw the ads on TV, we had an additional 22 million impression across Twitter and Tide was trending only second to Super Bowl itself. #TideAd was used 45,000 times, with people generating their own #TideAd content memes and even won Twitter’s #BrandBowl. After the game, our program was picked up by 680+ publications, garnering 3.6 billions impressions. The program helped launch Tide’s new line extension, Tide Ultra Oxi, which experienced 35% sales growth, post game.