# It's a Tide Ad

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

- Owner: Tide / Procter & Gamble
- Kind: Campaign
- Sector: Home & lifestyle
- Seed date: 2018-02-04
- Peak date: 2018-02-04
- Spread Score: 48 (Notable), v1.2
- Mechanics: Catchphrase, Response chain, Platform jump, Press loop, Transgression

## Summary

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.

## Timeline

- 2018-02-02 — Tide (Open web) — Tide had released pre-game teasers featuring Terry Bradshaw and David Harbour.
- 2018-02-04 — Tide (TV) — Tide aired the opening David Harbour spot at 7:09 p.m. EST during Super Bowl LII.
- 2018-02-04 — Viewers (X) — Digiday reported 52,254 Tide-related tweets during the game, a brand-wide count.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/its-a-tide-ad

Cite as: How It Spread (2026). “It's a Tide Ad.” Case HIS-00232. Spread Score v1.2: 48/100. Updated 2026-10-13. https://howitspread.com/id/HIS-00232