Advertising that is self-referential almost always fails to connect with a broad audience.
Tide and Saatchi & Saatchi just changed all that.
According to Adweek:
Tide’s wildly ambitious plan is much more involved than your average Super Bowl spot. The detergent brand’s goal is to take over the Super Bowl with a campaign that positions actor David Harbour as an omniscient narrator of sorts, asking Super Bowl viewers to question every ad they see—because if you’re seeing clean clothes, you could be watching a Tide ad.
Tide ran several teaser spots prior to their big Super Bowl reveal (above). The detergent brand also put up additional takes on the theme after the game.
When an ad comes with a repeatable saying like, “Where’s the beef?” or “Have it your way,” the campaign becomes an instant hit. I believe “No; Tide ad” comes close to this high bar.