It's Still a Tide Ad: Revisiting Saatchi's Super Bowl Campaign, a Month Later

CCO Javier Campopiano on why it worked, and what's next

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A month after their clever, amusing, meta ads won Super Bowl LII, Tide and Saatchi & Saatchi New York are still basking in the afterglow.

For a brand that was struggling mightily with the headache of the so-called “Tide Pod challenge” in the weeks leading up to the game, Super Bowl Sunday was the kind of dream come true it wouldn’t have dared to imagine. But there it was: Under the greatest pressure, they delivered the darling campaign of the evening, thanks to an inspired idea that was as big as the national stage of which it made such good use.




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