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Tide: The Jason Alexander Hoodie by Saatchi & Saatchi

Client: Tide
Date: Jan 2021
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Tide, the official laundry detergent of the NFL, is back with another Super Bowl ad – this time with the help of legendary comedian and actor, Jason Alexander.

The spot marks the third consecutive year that Tide has used the Super Bowl to push advertising’s envelope, bending genres, leveraging creative properties and incorporating humor to remind consumers that, if it's got to be clean, it's got to be Tide.

This year’s commercial will challenge people to think about all the situations they subject their clothes to on a daily basis. Jason Alexander will debut a brand-new role animating a teenager’s hoodie, and proving that for everything our clothes go through, they deserve new Tide Hygienic Clean, developed to remove both visible and invisible dirt.

Credits

Agency: Saatchi & Saatchi New York / Woven Collaborate

Chief Executive Officer – Andrea Diquez

Chief Operation Officer – Sarah Beaumont

Chief Creative Officer – Daniel Lobaton

Chief Creative Officer, Woven – Paul Bichler

Creative Director – Lauren Varvara

Creative Director – Adrian Chan

Head of Production, Fabric Care – Dani Stoller

Account Director – Jen Brotman

Account Supervisor – Guillermo Betancourt

Account Executive – TJ Daigler

Assistant Account Executive – Sosun Wahab

Planning Director – Nayantara Mukherji

Associate Strategist – Luna Perez

Director Digital Experience – Alan Lin

Senior Business Affairs Manager – Lisa Rimmer

Client: Procter & Gamble, Tide

Vice President, North America Fabric Care – Aga Orlik

Brand Vice President for NA Laundry, Tide – Amy Krehbiel

Brand Director – Alex Perez

Senior Brand Manager – Buki Samuel

BBIC – Kimberly Doebereiner

Manager, Advertising Production – Paul Chick

Communications Manager – Henry Molski

Media Director – Tracy Suer

Associate Director of Media – Patrick McGuinness

Associate Director of Media – Justin Bracco

Research Specialist, Consumer Insights & Product Research – Brandon Dunphy

Director & Assistant General Counsel – Robert White

PR: Marina Maher Communications + Ketchum / Woven Collaborate

Group SVP, Consumer Practice and Agency Marketing – Laura Brinker

SVP Brand Business – Samantha Halpern

VP, Brand Management – Melissa Chua

Senior Account Supervisor, Brand Management – Noomi Grootens

Group SVP, Director, Talent and Partnerships – Marissa Festante

VP, Earned Media – Patricia Jones

Senior Account Supervisor, Earned Media – Tom LaBelle

Account Supervisor, Influencer Marketing – Clare Redway

Account Supervisor, Project Management – Alyssa Bowie

Celebrity Talent and Music Licensing Acquisition: Platinum Rye Entertainment/The Marketing Arm

VP, Talent – Lori Heckman Golden

Manager, Talent – Casey Grochocinski

Sr. Director, Music – Amanda Levine

Production: Biscuit Filmworks

Director – Jeff Low

Partner / Managing Director – Shawn Lacy

Executive Producer – Holly Vega

Producer – Jay Veal

Head of Production – Sean Moody

Director of Photography – Jonathan Freeman

Production Designer – Joe Cooney

Editorial Company: Arcade Edit

Editor – Geoff Hounsell

Assistant Editor – Max Hoffman

Executive Producer – Sila Soyer

Producer – Fanny Cruz

VFX: The Mill

Executive Producer – Anastasia Von Rahl

Producer – Valentina Cokonis

Production Coordinator – Mike Cimino

Executive Creative Director – Chris Knight

Creative Director – Becky Porter

3D Lead Artist – Graeme Turnbull

Shoot Supervisor – Siro Valente

Production Support – Utkarsha Santosh Shinde

2D Artists – Shauna Prescott, Kai Chun Tsai, Bob Homami Katerina Arroyo, Stephen Paragone, Krystal Chinn, Chris DeCristo, Rakesh Venugopalan, Nithin Babu, Mangesh Borkar, Satya Narina, Nikhil K M,

Pushpendra Singh Bhadauriya, Naga Praveen Kumar, Sathya Sagar Kolli, Mahesh Ravila, Prajeesh E, Mohit Garg, Basabendu Sarkar

3D Artists – Alice Panek, Jae Jun Yi, Matthew Choy, Jason Kim, Daniel Soo, Lalida Karnjanasirirat, Freddy Para, Greg Gutkin, Michael Kash, Rijo R, Sendil Kumar J

Art Department – Kevin Diaz, Valerie Chernysh

Mix: Heard City

Partner/Audio Engineer – Philip Loeb