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Saatchi & Saatchi New York’s “It’s a Tide Ad” campaign for Super Bowl LII got the stamp of approval from a group of top advertising creatives today, winning the Super Clio, presented by the Clio Awards, honoring the game’s best work.
The four Tide spots played around with the idea that every ad with people wearing clean clothes—most of them, when you think about it—is, by default, a Tide ad.
The four executions started out like stereotypical Super Bowl ads in other categories – or even classic spots from past years – before comically revealing that they were actually Tide ads.
The Super Clio jury of 11 top creatives picked the P&G brand as the night’s winner.
“Bravo, Saatchi New York and the Tide marketing team. You pulled off the biggest heist in Super Bowl history. Now everybody in America will be thinking about Tide anytime they see a clean shirt,” said Rob Reilly, non-voting commissioner of Super Clio.
“First of all, we are thrilled to win an award the very next day after the ads ran,” said Saatchi New York chief creative officer Javier Campopiano. “It’s great not to have to wait, prepare case studies, do one thousand versions, etc. It’s a refreshing way to win an award.“