With over 103 million people watching, Tide hijacked the 2018 Super Bowl by turning every ad into a Tide ad. This was accomplished through 100 seconds of air time encompassed with real time response in social media. The program kicked off with a :45 in the first quarter with actor David Harbour setting up the idea that whenever you see clean clothes, it’s a #TideAd. Harbour appeared six more times in stereotypical Super Bowl ads as well as iconic spots like Old Spice’s “The Man Your Man Can Smell Like,” and even as part of the broadcast.