Hats-off to Saatchi and P&G. Purchasing four separate Super Bowl spots is an awfully large media buy and a tremendous gamble. Saatchi hoped to help Tide "takeover the Super Bowl" -- and takeover they did.

In a remarkably clever way.

Tide hearkened on the commercials of Super Bowls past, and assimilated their product to literally every commercial ever. Let's take a look at how they pulled it off:

With the help of David Harbour, known for his role in the Netflix mega-hit Stranger Things, Tide sets the stage for their 3 remaining executions. Harbour cuts in throughout seemingly cliche commercials to point out their common thread -- clean clothes. The :60 spot closes with some thought-provoking copy, "So, does this make every Super Bowl ad a Tide ad? I think it does."

Brilliant.

Now it's time for the hook. Here's where this campaign goes from great to something special:

As is common practice during the Super Bowl, viewers like to predict which brand's commercial it is their watching -- a chance to show off their brand awareness. The first shot in P&G's second spot seemingly marks the annual Old Spice Super Bowl splash:

Immediately, viewers were predicting, "Old Spice!". BUT hold your horses -- it's a Tide Ad!

Saatchi executes these hooks twice more capping an epic Super Bowl showing:

Again, hats off to the team at Saatchi. This is tremendous work that will certainly sell some bottles of detergent.