Tide, the official laundry detergent of the NFL, returns to the Super Bowl with creative from Saatchi & Saatchi New York–this time with the help of comedian and actor, Jason Alexander.
An animated Alexander appears front and center on a teenager’s hoodie. The character’s reactions to what he encounters gives us an idea of what our clothes go through on a daily basis, subjected to dirt, bad odors and whatever else a person puts his or her apparel through. The Big Game message challenges people to think about all the situations they subject their clothes to on a daily basis.
The bottom line–for everything our clothes go through, they deserve new Tide Hygienic Clean, developed to remove both visible and invisible dirt.
This marks Tide’s third straight year advertising on the Super Bowl. The brand’s latest spot was directed by Jeff Low of Biscuit Filmworks. The Mill served as the VFX house.
Credits
Client Procter & Gamble/Tide Agency Saatchi & Saatchi New York/Woven Collaborate Daniel Lobaton, chief creative officer; Paul Bichler, chief creative officer, Woven; Lauren Varvara, Adrian Chan, creative directors; Dani Stoller, head of production, fabric care; Nayantara Mukherji, planning director. Production Biscuit Filmworks Jeff Low, director; Shawn Lacy, partner/managing director; Holly Vega, exec producer; Jay Veal, producer; Sean Moody, head of production; Jonathan Freeman, DP; Joe Cooney, production designer. Editorial Arcade Edit Geoff Hounsell, editor; Max Hoffman assistant editor; Sila Soyer, exec producer; Fanny Cruz, producer. VFX The Mill Anastasia Von Rahl, exec producer; Valentina Cokonis, producer; Mike Cimino, production coordinator; Chris Knight, executive creative director; Becky Porter, creative director; Graeme Turnbull, 3D lead artist; Siro Valente, shoot supervisor; Utkarsha Santosh Shinde, production support; 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, 2D 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, 3D artists; Kevin Diaz, Valerie Chernysh, art department. Audio Post Heard City Philip Loeb, partner/audio engineer. Color Company 3 NY Tom Poole, colorist.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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