The Drum Awards for Marketing - Entry Deadline

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Client: Tide
Date: Feb 2018
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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.”


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


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