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3 February 2020

The time is now... ?

by Andrew MacGregor

Tide: “Laundry Later” - 45s

Venerable laundry detergent Tide went meta in 2018 to both critical and, er, commercial acclaim. The brand treads familiar territory in 2020, with Charlie Day (It's Always Sunny in Philadelphia) and Emily Hampshire (Schitt’s Creek) replacing David Harbour for Super Bowl LIV… which should take precedence over any laundry-based emergency.

Day, however, cannot abide by Hampshire’s ‘wash it later’ attitude, and proceeds to ask a janitor, Super Bowl Halftime Show dancers, and even the Bud Knight for advice on his sauce-stained shirt. Despite his OCD dedication to cleanliness, even the brand insist that football comes first.

The ad channels Day’s antsy charisma well, and while it may not hit the heights of its predecessor, Tide’s latest Super Bowl outing has enough self-referential energy to maintain fans’ interest. The question now is whether the brand risk meta-overload in future instalments.

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