Every Ad Is a Tide Ad: Inside Saatchi and P&G’s Clever Super Bowl Takeover Starring David Harbour

Why the brand has a spot in every quarter

It’s an early evening in January, and David Harbour is already in his pajamas, lying on a mattress without sheets in a country club just outside of Los Angeles. Moments before, he had been jumping on the bed like a giddy teenager at a slumber party. He turns to his side, looks over his shoulder and, with a dreamy-creepy smile, takes a deep breath before earnestly exhaling, “Tide.”