Tide: The Jason Alexander Hoodie by Saatchi & Saatchi
- Location:
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