P&G rides Super Bowl ad wave for Tide

If ads play a big role in the Super Bowl why not make an ad about other Super Bowl ads?

Pepsi tried (and failed) with a reprise of some of its own, P&G’s Tide has done rather better with this campaign (four ads in all) from Saatchi and Saatchi, “It’s a Tide ad” fronted by Netflix star David Harbour.

Big investment from P&G, which has indicated it will shift resources back to “traditional” media.

But at least they know lots of people will see it.

MAA creative scale: 7.5.

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