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Every commercial during the Super Bowl last night was an advertisement for Tide

posted by Jason Kottke   Feb 05, 2018

The “It’s a Tide ad” commercials that aired during the Super Bowl is the best ad campaign I’ve seen in forever. With the lovable David Harbour winking at the camera, they effectively turned every commercial into a Tide ad, just like they said they would.

It’s not necessarily that you were looking at everyone’s clothes and wondering if they’d been washed with Tide, but you were constantly on the lookout for Harbour, wondering when he was going to pop out with a knowing smirk and say, “gotcha, it’s a Tide ad”. Even during the trailer for Solo, you weren’t entirely sure it wasn’t some cross-promotional thing that ended with Harbour picking a piece of lint off of Lando’s impeccably laundered outfit, looking straight into the camera, and saying, with a tilt of his head, “Tide ad” while Chewy softly bawls offscreen.

I kinda hate myself for loving these ads, but dammit they’re super clever. They used the energy of their opponents against them, like in ju-jitsu. Even the third-quarter ad for another laundry detergent (whose brand name I can’t even remember) seemed like a Tide ad. (Is life a Tide ad? ARRRHGHGGhh)