Big Detergent absolutely nails it in a spot that’s not only front-to-back engaging but also manages to co-opt all the other ads people paid $5 or 10 million to air. Regular-guy “Stranger Things” star David Harbour opens in a car in the McConaughey pitchman position. “Typical Super Bowl car ad?” Harbour asks. No. Suddenly he’s in a bar as a bottle crashes to the floor: “Hilarious beer ad?” Nope, “It’s a Tide ad” we learn, because the guy working under a car has a dirty face, but a clean shirt. And it goes on, false-starting a recognizable beach-based beverage ad and more. So, says Harbour, “Does this make every ad a Tide ad? Watch and see.” Note perfect.

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