The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Author

By Audrey Kemp | LA reporter

March 17, 2023 | 2 min read

Laundry detergent brand Tide leans into its internet memedom in a new ad spot featuring actor Kumail Nanjian.

Things get messy in Tide’s latest spot, ‘You’re Gonna Need More Tide.’

In the new ad, actor and comedian Kumail Nanjiani, known for his role in Marvel’s Eternals, walks viewers through several viral moments, which include a peanut-butter-covered baby and a Sonic employee who drops blue slush into a customer’s car.

Enter Tide Power Pods, which the brand says pack 85% more laundry detergent than existing products, to clean a variety of dirty substances, including the ad’s exploding watermelon and collapsing drywall.

The work helps the brand turn the tide on a slew of memes made about Tide Pods over the years while celebrating internet culture at the same time.

“We wanted to find a fun and engaging way to tell everyone about Tide Power Pods and knew that if any brand could use real-life scenarios and social-driven content, it was Tide,” says Lauren Varvara, creative director at Saatchi & Saatchi.

Developed by Saatchi & Saatchi New York, the campaign debuts today during the NCAA March Madness tournament, followed by the NFL Draft and the Kentucky Derby. In addition to broadcast spots, the campaign includes social media content, such as shareable memes, videos, gifs and AR lenses, in an effort to foster user-generated content.

Credits

Agency: Saatchi & Saatchi NY

Production company: Stink Films

Editorial: Cartel

VFX: The Mill

Sound: Harbor

Music re-arrangement: Pickle Music

Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.

Creative Ad of the Day Ad Spend

More from Creative

View all