1. It'satideAd.
sima motamedi
abihishek sharma

2. Subject:
telling the viewers that every
commercial is really just a
Tide ad.
purpose:
The purpose of this
commercial is
• to make people want to
buy Tide products.
• to bring brand equity in
very fresh, humorous and
new way

3. The occasion of this
commercial is the
Superbowl.
OCCASSION
The main voice for
this commercial is
David Harbour, but the
speaker behind the
commercial is Tide.
SPEAKER
• Americans that are watching
the Superbowl and the
commercials.
• The other audience would be
people who like to wash their
clothes/have clean clothes..
AUDIENCE

4. Tide Ad is a celebrity
Endorsment
Since David Harbour, who plays American Chief Officer Jim Hopper in
a Netflix Original series, it is a celebrity endorsement which worked
well among audiences in a humorous way.
According to Statista, Tide is the leading laundry detergent brand.
This explains why the ad wasn't necessarily hard selling. Instead, this
ad was made to boost brand likability and maintain market share.

5. The Tide Ad Superbowl
Campaign:
• 4 ads, totaling at 90 seconds
• One 45-sec ad
• Three follow-up 15-sec ads
What make a tide Ad differentiated
from others ?
it enabled people to remember the
ad even if they were viewing the ad
with low involvement
• Mimicked other typical
Super Bowl ads Used
humor as their ad appeal
• Used humor and imagery
as their advertising
technique Featured David
Harbour as the star of the
ads
The shirts on the actors are
amazingly clean and bright. The idea
here seems that it's better to show
the benefits of the product rather
than tell prospects it works
The hashtag is
#TideAd

6. • Simple and brilliant
• The five best ads on SUPER BOWL from
tide to tide
• Since they used every logos to make
every commercial , people think the only
way to get clean clothes is using tide
Tide could engage well with audiences in
spite of being considered as an old brand
It could convey its message well that every
thing is clean by using tide product
Time:
Tide won the SUPER BOWL
was this campaign effective?

7. The powerful
psychological
tool of surprise
1
The tone of this
commercial is
very humorous,
lighthearted,
entertaining,
and happy.
2
Had you
thinking every
ad might be a
Tide ad Very
memorable
3
Used a more B-list
actor who recently
has reached
mainstream fame
by starring in the
Netflix original,
"Stranger Things"
4
• Much more
involved than a
typical Super
Bowl ad.
• Contrasted
traditional
Super Bowl ads
5
Reasons for success
Add a little bit of body text
Add a little bit of body text

8. Creative
47%
Reach
22%
brand
15%
Targeting
9%
Recency
5% Context
2%
Theeffectivepowerof
creative The Creative Idea
• Brainstorming stains
• Brainstorming the opposite:
cleanliness
• On TV everyone is always
perfectly clean
• Brand Truth: Every Ad is a
Tide Ad
• Tide team insisted Saatchi
stop all other ideas

9. Results
680
NEWS OUTLETS
3.6
BILLIONS IMPRESSION
35%
SALES GROWTH
If you check Tide Instagram, you are convinced that Tide needs to
add more posts for customers to involve them
Therefor , It is suggested tide acts more on its instgarm

10. Worked-cited
Happi Magazine. "Sales Share of The Leading 10 Liquid Laundry Detergent Brands of The United States in 2018."
Statista, Statista Inc., 1 Sep 2018, https://www-statista-com.libaccess.senecacollege.ca/statistics/251472/sales-
share-of-the-leading-10-liquid-laundry-detergent-brands-of-the-us/
Reporters, Marketing Week. “Watch Ritson Analyse the Effectiveness of Tide's 2018 Super Bowl Ad.” Marketing Week, 6
Aug. 2019, www.marketingweek.com/mark-ritson-tide-super-bowl-ad-effectiveness/.
“Tide / ‘It's a Tide Ad’ Super Bowl Campaign.” The One Club / Next Creative Leaders Winers Archive,
www.oneclub.org/awards/nextcreativeleaders/-award/34586/its-a-tide-ad-super-bowl-campaign.