Tide: Blurring the line between advertising and reality

Tide, a US laundry detergent, used the Super Bowl and the internet to celebrate the brand and blur the lines between reality and advertisement.

Campaign details

Brand: TideClient: Amy KrehbielAgency: Saatchi & Saatchi New York

Tide #bradshawstain blurring the line between advertising and reality

In 2017, we wanted to use America's biggest stage - the Super Bowl - to celebrate America's #1 detergent - Tide. We wanted more than just an ad. But we also wanted more than just an arbitrary stunt. Could we use human insight to game the Big Game?

We knew the Super Bowl was a huge stage. 100 million people watching. And we knew that the bigger the stage, the bigger a stain feels. We...

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