Tide's Super Bowl Spot Will Look at Stains Worth Keeping

Saatchi teases Q4 :60 with mock infomercial

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Tide will take a surprisingly forgiving attitude toward stains—admitting, probably comically, that some are worth keeping—in its 2013 Super Bowl commercial from Saatchi & Saatchi in New York.

The Procter & Gamble laundry-detergent brand will not unveil the spot until the Feb. 3 telecast. But it is beginning to tease it—first with the mock infomercial below pitching "Tide Stain Savers," a fictitious product that helps you keep only the stains you want when doing your laundry.

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