Tide | It's a Tide Ad

How do you hijack all 53 ads in the Super Bowl while buying just 90 seconds of airtime? P&G's Tide and Saatchi & Saatchi managed that remarkable feat in 2018 with "It's a Tide Ad," one of the most clever and entertaining campaigns ever to run on the game. This week, we revisit "Tide Ad" with its creators to learn the backstory, from the idea, to the craft, to the wild experience on game night, to the results—which included one of advertising's best-ever marriage proposals.