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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.
On Sunday, as pro football season kicked off in earnest, Tide used one of its NBC ad slots to stage a supposed NFL press conference featuring retired quarterback Peyton Manning.