US – As the dust settles on this year's Super Bowl, detergent brand Tide has demonstrated its advertising credentials with a spot widely agreed to have won the coveted title of best half-time ad.
Created by Saatchi & Saatchi, the self-consciously clever spot challenges the tired tropes of advertising, with protagonist David Harbour hijacking other advertisements – from a car ad to a beer ad to a razor ad – that viewers are likely to see during the Super Bowl broadcast.
At the end of each scene Harbour playfully denounces the viewers’ initial assumptions with the assertion ‘Nope, it's a Tide ad’, drawing attention to the over-saturation of bland and formulaic advertising in a way that feels fresh and new.