Saatchi & Saatchi New York continues to do very entertaining work for Tide – a product that lives in a genre of mostly pragmatic advertising. This time the agency has borrowed from the never-fail and very relatable fun of mishap videos to point to all the everyday disasters that You’re Gonna Need More Tide.
The campaign features Kumail Nanjiani, the Us actor from HBO comedy series, Silicon Valley, and the tagline, “more clean in here for all the mess out there.” It highlights Tide Power PODS, which have 85% more Tide in every pack, to keep up with bigger washing machines and dirtier days.
The hero TVC is supported by shareable memes, videos, GIFs and lenses and encourages user-generated content (UGC) to drive engagement in a memorable way.
Credits:
Brand: Tide
Agency: Saatchi & Saatchi New York
Chief Creative Officers: Daniel Lobaton & Ciro Sarmiento
Executive Creative Directors: Dustin Tomes & Lauren Varvara
Creative Directors: Adrian Chan & David Stevanov
Associate Creative Director: Simone Milani
Copywriters: Rich Whelchel & Melissa Perrett
Art Directors: Edu Lunardi & Caroline Chase
Head Of Production: Dani Stoller
Account Directors: Jen Brotman 7 Jennifer McGill
Account Managers: Alexandra La-Rotta & Leslie Fellwock
Account Executive: Claire Lancaster
Experience Strategist: Chris Gilbert
Strategist: Shayla Nguyen
Business Affairs Manager: Lisa Rimmer
Shopper Marketing Agency: Saatchi X
Creative Directors: Casey Lissau & Michael Limbert
Associate Creative Directors: Derrick Ellis & Jamie Duke
Art Director: Mo Philipos
Account Director: Bryan Smith
Project Manager: Tonya Hornsby
Producers: Ashley Roedig & Tina Hudson
Production Company: Stink Films
Director: Traktor
Director Of Photography: Toby Irwin
President: Daniell Bergmann
Executive Producer: Fran McGivern
Head Of Production: Ari Schneiderman
Line Producer: Leah Allina
Production Designer: Tim Moen
Post Production & VFX: The Mill New York
Creative Director: Becky Porter
CG Supervisor: Ed Boldero
Managing Director: Anastasia Von Rahl
Producer: Heather Johann
2D Leads: Casey Lissau, Becky Porter & Alexander Candlish
2D Artists: Jake Albers, Piotr Bednarczyk, Hector Cabrera & Lane Jolly
Editing: Cartel
Editor: Leo Scott
Edit Assistant: Zoe Kraft
Managing Director: Lauren Bleiweiss
Executive Producer: Viet-An Nguyen
Producer: Sarah Schachte
Music & Sound: Harbor
Sound Engineer: Glenn Landrum
Producer: Cammie McGarry
Music: Pickle
Creative Director: Alexis Estiz
Executive Producer: James Zavaleta
