Inside Tide’s Epic Super Bowl Ode to Procrastination

Charlie Day and Emily Hampshire star in the P&G brand's latest multipart campaign

Charlie Day and Emily Hampshire star in Tide's 2020 Super Bowl commercials. Tide

By T.L. Stanley

February 2, 2020

Key insights:

Tide uses the Super Bowl for the first time to intro a new product.
Creative draws in Wonder Woman, Bud Knight and The Masked Singer.
Consumer insights drove the content and media plan.

The elderly gentleman sitting in the afternoon sun on a park bench is unrecognizable as actor Charlie Day. Until he speaks.

T.L. Stanley

@TLStanleyLA terry.stanley@adweek.com T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.

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