Tide Goes Meta Again, Crashing Through the NFL, The Voice and Superstore

Peyton Manning started a network-wide laundry brawl

Tide’s fourth-wall-breaking ad approach used to be limited to the Super Bowl, where the detergent brand’s messaging spilled across multiple parts of the broadcast in 2017 and 2018. But now, emboldened by the success of last year’s “It’s a Tide Ad” campaign, the brand is blurring more lines.