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Super Bowl

We Thought The Bud Knight Was Dead But Then He Turned Up in Two Tide Ads

It's a Tide Ad. Or is it? Saatchi & Saatchi launches another multi-part campaign for the brand, writes LBB's Addison Capper

We Thought The Bud Knight Was Dead But Then He Turned Up in Two Tide Ads

Bud Light's Bud Knight dillied his last dally during last year's Super Bowl. At least, that's what we thought after his eyes were mercilessly popped out by The Mountain from Game of Thrones. LBB's Laura Swinton actually wrote about it just the other day when pondering the trend of brands killing off their mascots.

Anyway, apparently we were both wrong. Bud Knight popped up in not one but two Super Bowl ads for Tide. The brand sat 2019 out after the colossal success of its cheeky hijack of every Super Bowl spot with 'It's a Tide Ad'.

The P&G brand aired a 45-second spot during the first quarter that featured Charlie Day, of 'It's Always Sunny in Philadelphia', and Emily Hampshire from 'Schitt's Creek' at a Super Bowl party. Charlie gets some kind of Super Bowl snack juice down his T-shirt, and freaks out before Emily tries to calm him down by telling him to just clean it later. A meltdown on the definition of 'later' ensues, which the Bud Knight gets caught up in. He loses his beer in the process.

Saatchi & Saatchi is the agency behind the campaign. A later 15-second spot also features the Bud Knight, this time in his more usual medieval setting. "This can't be later, this looks like earlier," he says, before the Bud Knight informs him that it is in fact 1436.

The campaign's multi-dimensional aspects didn't cause as much chatter as its predecessor but there were smatterings of love - and confusion - for it on Twitter.

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Category: Cleaning Products , Home

Genre: Comedy , Dialogue , People , Storytelling