Tide: It's a Tide Ad by Saatchi & Saatchi
- Location:
Tide's Super Bowl campaign, in partnership with Saatchi & Saatchi New York, hijacked other popular ads to make Tide ads with Stranger Things' David Harbour.
While other brands, like Old Spice and Mr. Clean, showed up throughout the game, it was all part of Tide’s master plan, because no matter which “product” was being advertised, the people singing (and dancing) its praises were wearing the cleanest and freshest clothes imaginable, leading viewers to only one conclusion: every ad is a Tide ad.
To let the audience know what they were up to, Tide partnered with actor David Harbour, who starred in a 45-second spot which aired during the first quarter of the game. Harbour acted out a variety of generic ads for automobiles, beer, perfume, etc. before asking a simple and obvious question: so does this make every Super Bowl ad a Tide ad?
David Harbour returned six more times throughout the game to remind America that Tide was responsible for all the joy, laughter, tears and remarkably clean clothes they were enjoying during the commercial breaks.
Leading up to the game, Tide released a series of video shorts starring Harbour alongside NFL Hall of Famer — and last year’s Tide Super Bowl ad star — Terry Bradshaw. The hilarious videos served as a continuation of last year’s #BradshawStain Super Bowl ad, and playfully teased that a “cleaner clean is coming.”
Credits
Client: Procter & Gamble
VP, North America Fabric Care - Sundar Raman
Brand Director, North America Fabric Care Delivery - Vedran Miletic
BBIC - Kimberly Doebereiner
Manager, Advertising Production - Paul Chick
Brand Manager - Jennifer Maxwell
Assistant Brand Manager - Alex Perez
Brand Communications Manager - Matthew Wormington
Creative Agency: Saatchi & Saatchi New York
Chief Executive Officer – Andrea Diquez
Chief Creative Officer - Javier Campopiano
Executive Creative Director - Paul Bichler
Creative Director - Daniel Lobaton
Creative Director - Chad Baker
Associate Creative Director - Max McKeon
Art Director - Erin Evon
Art Director - Jacopo Biorcio
Associate Creative Director - Frederico Mattoso
Associate Creative Director - Rafael Segri
Senior Art Director - Maddy Kramer
Copywriter - Blake Morris
Director of Integrated Production – Jenny Read
Executive Producer - Dani Stoller
Director of Business Affairs - Robin Oksenhendler
Senior Business Affairs Manager - Lisa Rimmer
Strategy Director - Nayantara Mukherji
Digital Director - Alan Lin
Strategist - Corina Arnal
SVP, Regional Account Director - Nick Miaritis
VP, Account Director - Ryan Martin
Senior Account Supervisor - Jennifer Brotman
Account Supervisor - Guillermo Betancourt
Ecommerce Account Manager - Jed Karnowski
Account Executive - Jennifer McGill
Assistant Account Executive - Courteney Case
Production Company: Ratting Stick Traktor Inc.
Director - Traktor
Partner/Executive Producer - Joe Biggins
Executive Producer - Jeff Shupe
Executive Producer/Traktor - Richard Ulfvengren
Head of Production - Richard McIntosh
Director of Photography - Hoyte van Hoytema
Production Designer - Tom Hartman
Line Producer - Rachel Curl
Editorial Company: Arcade Edit
Editor - Jeff Ferruzzo
Assistant Editor - Jeff Lopus
Executive Producer - Sila Soyer
Producer - Andrew Cravotta
VFX: The Mill
Creative Director - Becky Porter
VFX Supervisor - James Allen
Executive Producer - Anastasia von Rahl
Producer - Marcus Speaker
Music: Personel Music
Composer - Alexis Estiz
Producer - Courtney Jenkins
Mixer: Philip Loeb
Color: Tom Poole
Media: Hearts and Science
Executive Business Director - Daniel Bueckman
Director, Senior Category - Scott Minor
Director, Video Investment - Shari Wyler
Associate Director, Biddable Social - Mariko Hunt
Associate Director, Biddable Search - Cate French
Supervisor, Search - Kevin Bonnesen
Strategy Supervisor - Claire Richard
Strategy - Steven Signore
Strategist, Biddable - Rebekah Hsiung
Managing Director, Optimum Sports - Jeremy Carey
Senior Director, Optimum Sports - Matt Greenberg
Account Director, Optimum Sports - Kristen Grey
Associate Director, Optimum Sports - Sam Levy
Associate Director, Optimum Sports - Neil Messing
Supervisor, Optimum Sports - Jack Knobloch
Celebrity Talent Acquisition: Platinum Rye Entertainment
Senior Director, Talent - Lori Heckman Golden
Director, Sports Marketing - Brad Griffiths
Manger, Talent - Megan Ryan
PR: Taylor
Managing Partner - John Liporace
Vice President - Travis Rexroad
Vice President - Brianna Kauffman
Account Supervisor - Alex Stathis
Senior Account Executive - Kayla Kaplan
Assistant Account Executive - Halley Barnes
Creative Director - Brianna Bishop
Senior Copywriter - Chris Shreve
Social Media Manager - Mike Macias
PR: MMK
Chief Strategy Officer - Joydeep Dey
Group Senior Vice President - Lindsay Kamin
Senior Vice President - Dustin Sveum
Senior Vice President - Samantha Halpern
Senior Vice President - Marissa Festante
Vice President - Alex Taylor
Sports Marketing: MKTG
Senior Vice President - Sam Riber
Senior Director - Jordan Futscher
Account Associate - Rob Sipniewski
