“I thought that the idea of subverting the Super Bowl to make every ad a Tide ad was incredible.”

While not all work submitted to the One Show 2018 was a Tide entry, P&G’s “It’s a Tide Ad Campaign” certainly had the judges second-guessing. Just ask Matt Ian, ECD at Droga5 and One Show Film juror, who selected the offbeat Super Bowl campaign from Saatchi & Saatchi New York, Rattling Stick, The Mill, Arcade Edit and Personal Music as his pick of the day. In the embedded video below he explains a bit more about why the work spoke to him.

You can view this and other Art Directors’ Club and One Show entries by browsing this year’s entries and don’t miss the 97th Annual ADC Awards on 7 May 2018 and the One Show Creative Week Festival from 7 to 11 May 2018 in New York City – visit our One Show special section for all the latest updates.