“It’s a Tide Ad”

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“It’s a Tide Ad”

This past Sunday night, the Philadelphia Eagles faced the New England Patriots, and boy, was it a game! I look forward to the Super Bowl every year- not just because of the football (although it did feel good to watch the Eagles whoop up on the Patriots)- but because of the amazingly creative and entertaining commercials that aired throughout the evening. What an odd phenomenon- that I actually ENJOYED viewing the advertisements… the only day of the year in which this is the case.

I decided to do some research to determine when and why Super Bowl commercials became so popular. Here’s what I found:

  • The first Super Bowl game took place (and was broadcasted on TV) on January 15, 1967. The Green Bay Packers beat the Kansas City Chiefs.
  • Nielsen determined that Super Bowl games have frequently been among the United State’s most watched television broadcasts, with an estimated 103.4 million people who viewed the game this past Sunday.
  • The advertisements are a result of the extreme amount of viewers who watch the game.
  • As seen in the graphic below, the price of adds has continuously gotten more expensive. This year, it costed nearly $5 million for a 30 second ad.

So what was my favorite commercial? Not only was I already an avid Tide user, but the Tide advertisements really made me a PROUD Tide user. What made the Tide commercials so compelling was how they were able to poke fun at other “stereotypical” Super Bowl commercials, and show how after all, it was really just a “Tide Ad.” Tide pointed out the clean shirts that actors were wearing in all of the “stereotypical” scenes, and explained why they were all just “Tide Ads.” 

It was both bold and genius for Tide to come out with these commercials in the midst of the negative media coverage over the “Tide Pod Challenge.” Tide was able to captivate its audience and reposition itself as simply, a clean brand. In my opinion, these commercials did very well and helped to shift the focus away from the negative media attention that Tide has most recently been receiving with the Tide Pods.

Overall, I really enjoyed the commercials from this Super Bowl, and I look forward to commercials in the years to come!


Caroline O'Brien

Caroline O’Brien

February 6, 2018at 3:39 pm

I was very intrigued when I first saw the Tide commercial come up on my tv after witnessing all the craziness involved around the Tide pods and the consuming of the Tide pods fiasco. I agree I felt like Tide did an awesome job and the “Tide Ad” campaign was hilarious. I think right now, they needed a reason to be talked about in a positive way and get good feedback from its audience, so having a Super Bowl commercial was a great idea. Although I’m sure this was all planned months, maybe years before the pods scandal. I did not see any of the Tide pod culprits in the ad, which was probably a smart thing, since we don’t want the scandal to steal the show.

Mike Levitas

Mike Levitas

February 11, 2018at 4:46 pm

I loved these commercials! And I agree, it was a very important time for Tide to bounce back over something that wasn’t even their fault in the first place. The ads were a clever way to promote the positive qualities of their product while keeping the ads light and fun.

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