[BTGAF] Funny, engaging, talkable Tide ad in the times of Covid

From the archive. Originally published on migmol.com on 2020-08-12, recovered and republished here in 2026 at its original address. Unedited except for formatting.

Part of BTGAF, a run of brand teardowns published on the original migmol.com between 2020 and 2021.

As a marketer, I’m quite nitpicky when multinationals use regional materials, with regional talents, and pass them off as locals. P&G has been doing this with Thai, Indian, and Chinese talents in their ads. I mean, I get it, but I can also see right through it (again this is nitpicking).

But this new Tide commercial is a breath of fresh air. It keeps the same fun & surprise you’d find in most Tide ads, but puts a new normal spin to it with the use of masks.

Perhaps the ad’s initial storyline of checking for people wearing ads is also close to a lot of responsible people’s hearts and so that adds to the effectiveness of the material.

It’s funny, adapted for the local market, and has a socially relevant message. Bonus points for the acting and the clever ways of conveying emotion even while everyone is wearing a face mask.