Tide's “Montana Land Miracle Stain” emerged as the surprise crowd favorite of Super Bowl 47. According to USA Today's Ad Meter results, which noted that Bud's “Horse and Trainer Reunited” just barely edged it out. (In other words, it was basically a tie for first.)
Easy to see why this one pulled ahead of nearly 80 other commercials last night: Evocations of Elvis, Jesus, a great quarterback, and a killer punch line. My bet is Procter & Gamble and its Tide agency tested this one to death, and knew it would score on all points. In other words, it tested well. Here's the ad again.