Super Bowl Ads often leave audiences talking about them but they rarely take home awards. But, that wasn’t the case for the Tide Ad from the 2018 Super Bowl circuit. The advertising spot took home one of the biggest awards in advertising, the D&AD Black Pencil Award. The Tide Ad took first place while the Fearless Girl Ad and Palau Pledge (an environment initiative) won the other top prizes. This wasn’t an easy feat, “t’s not very common for a Super Bowl ad to win at these shows, with only a few exceptions, which marks an interesting intersection for a piece of work that has been so popular with audiences and juries. That says that you can always do both–it’s only a matter of having a brave client and a great idea” This award is a rare career highlight that is awarded to only a select few in the industry. The brainpower behind the Tide ad was the team at Saatchi & Saatchi in New York City and they claimed that experimentation and faith in your audience played a pivotal role in the success of the advertisement. You can watch the ads and the other top contenders here.