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Every year, many of us are more interested in how companies are going to live up to the hype of  THE Super Bowl Commercial than whichever team is going to cross a line with a ball the most times (we’re pretty sure those are the rules). This year, we had some really great contenders. Chris Hemsworth and Tourism Australia tricked the world into thinking there was going to be a Crocodile Dundee reboot, Doritos and Mountain Dew had Peter Dinklage and Morgan Freeman rap, Chris Pratt was cast as an extra for Michelob Ultra, the red M&M turned into Danny DeVito and then Dodge completely blew it. The real winner of the night wasn’t any of those guys though and it certainly wasn’t the Eagles either. The real champion of this Super Bowl LII was Tide, because by the end of the broadcast, we were pretty sure that even the Scientology commercial was going to turn into yet another Tide ad.

Over the course of the evening, Stranger Things actor David Harbour played with our minds in some of the most ingenious ads to ever grace the Super Bowl. First, they set us up several times in a 60-second slot that had us wondering the whole way through what the ad was actually for. Is this a car commercial? Is it a beer commercial? Perfume? Car insurance? What are you advertising, David?? Well, turns out it was a Tide ad. And if every ad features stain-free clothes, isn’t every ad a Tide ad?

So at this point, it’s just a funny gag. If an ad has clean clothes in it, sure, we can all pretend they were cleaned with Tide. Cute. Until it happened again. A frolicking horse turned into a Tide ad. Then an ad we were sure was for Mr. Clean turned into a Tide ad. Who do we trust? Is every ad really a Tide ad?

Now, if you’ve been paying attention, your nerves are shot and you really do believe that every. single. commercial. is going to have a surprise twist at the end where David Harbour jumps out and says “IT’S A TIDE AD.” Yes, Tide effectively hijacked every Super Bowl commercial. We figured that as soon as the clock ran down on the game, Harbour was going to whip off a football helmet and inform us all that the entire Super Bowl was a Tide ad. Everything is a Tide ad. You’re a Tide ad. The advertising game is changed forever. There is only Tide. Not even the iconic Old Spice ads were safe.

Society may be changed forever. If Tide was trying to get us to forget about the whole Tide Pod-eating thing, they certainly succeeded. We’re just sorry for Persil. By the time they aired their Super Bowl commercial, we were so convinced that it was going to turn into a Tide ad, no one even noticed them.

How can Tide possibly top this next year?

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