The 2018 Tide Super Bowl commercial is a success on all fronts. First, the most basic metric: it properly explains the merits of the product at question, reminding us that using Tide laundry detergent will leave your clothes very clean.
Second, it uses humor well, in this case by being self-effacing.
Third, its protagonist, actor David Harbour, is charismatic in an understated way, and handsome with an everyman’s charm.
Lastly, this Super Bowl LII Tide commercial works because it’s so self-aware. The spot gently pokes fun at the very genre of Super Bowl commercials in which it is in fact appearing, by referencing beer ads, car ads, and so forth.