Tide says it took the company a long time and a few very vital steps to become "America's #1 Detergent." A baby giggles under a sheet his parents are folding as the narrator tells viewers that Tide has worked hard to take care of American families for decades. The Green Bay Packers play a game in the pouring rain to highlight Tide's involvement with tens of NFL football teams. And, as a serviceman crouches and crawls through a course, Tide says it is there for America's toughest. The company claims to work every day, with every load, to keep its reputation.