Tide blurred the lines between the NFL live broadcast and branded content, so fans wouldn’t know whether they were watching a game or a Tide Ad. This is relevant in a context where viewers tune out commercials to go on bathroom breaks or see fan reactions on their phones. The campaign was able to not only innovate in the use of advertising during the NFL broadcast but trigger a conversation on social media, owning both screens.

After the success of 2018’s Super Bowl “It’s a Tide Ad” campaign, our client asked us to become the most loved brand during the NFL season and leverage the momentum of #TideAd. Pointing out clean during the entire NFL season would reinforce the idea that “If it’s clean, it’s got to be Tide”.