If any brand needed a quick PR win going into last night’s Super Bowl, it was Tide. The cleaning product manufacturer has been making headlines recently thanks to a viral Internet meme called The Tide Pod Challenge. It’s an online fad whereby stupid people on the Internet upload videos of themselves eating Tide Pods – those detergent capsules you stick in the washing machine to wash your clothes. See below for an example of this web-based idiocy which can literally kill you.
https://www.instagram.com/p/Bd9tzjihoJ9/?utm_source=ig_embed
Now, nobody is blaming Tide for the emergence of this potentially lethal competition. In fact, they’ve been very sensible and attempted to discourage people from doing it.
What should Tide PODs be used for? DOING LAUNDRY. Nothing else.
Eating a Tide POD is a BAD IDEA, and we asked our friend @robgronkowski to help explain. pic.twitter.com/0JnFdhnsWZ
— Tide (@tide) January 12, 2018
But they really are in need of something equally WTF to change the conversation around their brand. That’s where the Super Bowl comes in.
It’s well known that TV ads during the NFL Championship game are viewed by a gazillion people, so naturally they’re in very high demand. And cost a lot more than the pitiful contents of your piggy bank.
Amazingly, Tide bought five of them. Like, do they even have that much money? How much can a laundry detergent company even make in a year?
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On top of that, they booked one of pop culture’s biggest stars to act in them – Stranger Things‘ David Harbour. His faux-suave style was perfect for the concept, which parodied all other Super Bowl ads in history. Soothing luxury car promo? Check. Bubbly in-bar beer commercial? Check. Ultra-coiffed perfume puff-piece? You betcha. Watch them all below.
https://www.youtube.com/watch?v=doP7xKdGOKs&list=PLpZMjEEM864TdclLnlVUvPR8xUtRA5uTE
Predictably, the Internet went into overdrive. Eagles vs Patriots? More like Tide Ad vs Tide Ad. Here are some of the best and most over-the-top reactions (including one from Sheriff Hopper himself):
Catchy song JT, but I'm sure you really want me out there next year. Already have my entrance down. #TideAd pic.twitter.com/zvv11Hv1fZ
— David Harbour (@DavidKHarbour) February 5, 2018
I FEEL LIKE AT THE END OF THE GAME TOM BRADY WILL TAKE OFF HIS MASK REVEALING THAT HE IS ACTUALLY THE GUY FROM STRANGER THINGS AND SAY "THIS WAS A TIDE AD" #TideAd #SuperBowl
— field cat (@HelenKellerBowl) February 5, 2018
.@DavidKHarbour @Tide That time I was in a #TideAd and didn’t even know it! #SBLII #SB52 pic.twitter.com/48ATaWeyOX
— Betty White (@BettyMWhite) February 5, 2018
The best thing about #TideAd is now I really have no idea if an ad I see if someone else's ad or about to turn into a Tide ad. They're managed to effectively own all #SuperBowl ads.
— Danny Sullivan (@dannysullivan) February 5, 2018
If Tide keeps these awesome commercials up, I may have to break down and try those cool candies they sell. #TideAd #SuperBowl
— Luke Croft (@LukePvA) February 5, 2018
An inside look at the marketing department at @tide this year when it came time for #SuperBowlAds#SuperBowl #NFL #TideAd pic.twitter.com/LPfo3WuL4X
— The Tenth Inning (@TenthInningBall) February 5, 2018
I hope this presidency is just a #TideAd
— stephen lundberg (@stephenlundberg) February 5, 2018