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Library/Campaign/It's a Tide Ad
Grade B34 sourcesHIS-00232

It's a Tide Ad

Campaign · 2018 · Notable

Made by Saatchi & Saatchi New York · Source

48Editable slideCertificate

Tide's Super Bowl campaign drew 45,000 #TideAd uses, according to its agency.

Tide

@tide · Feb 5, 2018

Is every ad a Tide ad? If it’s clean, It’s a #TideAd #SB52 #SBLII

14.2K166
Original · Tide / Saatchi & Saatchi

NFL

@NFL · Oct 19, 2018

.@Tide how long has this been going on?? 🤔

3037
Post · @NFL on X
It's A Tide Ad :60
Blake Morris on Vimeo
Tide | It's A Tide Ad — Blake Morris Group Creative Director
Blake Morris (campaign copywriter)
Here Are the 3 Big Trends That Ruled This Year's Super Bowl Ads
Adweek
It's a tide ad desktop 1920x1080
Saatchi & Saatchi
Procter & Gamble - Tide | It's a Tide Ad Campaign
The One Club (agency-submitted campaign entry)

Spread Score

How it works
Reach62Contagion35Breadth80Velocity41Longevity048

Numbers

Agency-reported earned campaign impressions
3.6B
As of Apr 23, 2018 · Self-reported · University of South Carolina
Seed to peak
same day
Feb 4 ’18 to Feb 4 ’18
Platforms
5
Started on TV
Origin
Mixed
Home & lifestyle

Mechanics

  • CatchphrasePrimary
  • Response chain
  • Platform jump
  • Press loop
  • Transgression

How it spread

Trace the origin

Tide bought Super Bowl airtime for David Harbour spots. Viewers tweeted and remixed the catchphrase; Netflix and Persil replied. The agency reported 3.6 billion impressions, and an award entry claimed a sales increase. Tide later reused the format.

Google searchesDec ’17Mar ’18MayAugNovFeb ’19JunApr ’20DecNov ’21Jun ’22PeakOpen webTVXPressReddit
Open webTVXPressReddit

13 more events on this chart

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Timeline (16)

  1. February 2018

    Tide precursor · Feb 2 ’18

    Tide had released pre-game teasers featuring Terry Bradshaw and David Harbour.[1]

    Open the first post ↗

  2. Tide seed · Feb 4 ’18

    Tide aired the opening David Harbour spot at 7:09 p.m. EST during Super Bowl LII.[2][3][4][17][18]

    Tide | It's A Tide Ad — Blake Morris Group Creative Director

  3. Viewers platform jump · Feb 4 ’18

    Digiday reported 52,254 Tide-related tweets during the game, a brand-wide count.[5]

Changelogupdated Oct 12 ’26
  1. 2026-10-12Added: 16 events, 26 sources · Score 46
Origin
Mixed
Sector
Home & lifestyle
Region
US
Agency-reported earned campaign impressions
3.6B
As of Apr 23, 2018 · Self-reported · University of South Carolina
Evidence
Grade B

Spread the same way

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2B impressions

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X · 2020

52
A Recipe for Seduction | Presented by Kentucky Fried Chicken | Full Mini-Movie | Lifetime

1.8B impressions

BYD Demolish the Old Legends

Open web · 2023

52
Contemporary screenshot of BYD’s original Weibo film, posted at 20:10.

800M impressions

Dakota Johnson’s Ellen Interview

YouTube · 2019

48
Dakota Johnson’s Favorite Comedian Isn’t Ellen

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How the next thing spread, the week it does.

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· Source
Google searchesDec ’17Mar ’18MayAugNovFeb ’19JunApr ’20DecNov ’21Jun ’22PeakOpen webTVXPressReddit
Open webTVXPressReddit

13 more events on this chart

Join free to see them

  1. February 2018

    Tide precursor · Feb 2 ’18

    Tide had released pre-game teasers featuring Terry Bradshaw and David Harbour.[1]

    Open the first post ↗

  2. Tide seed · Feb 4 ’18

    Tide aired the opening David Harbour spot at 7:09 p.m. EST during Super Bowl LII.[2][3][4][17][18]

    Tide | It's A Tide Ad — Blake Morris Group Creative Director

  3. Viewers platform jump · Feb 4 ’18

    Digiday reported 52,254 Tide-related tweets during the game, a brand-wide count.[5]

  1. peak · Feb 4 ’18

  2. press · Feb 4 ’18

Join free to see the other 13 events and the full chart. Free, on every case.

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Why it worked

Do this

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