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.
CreditsClient 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.
Top Spot of the Week: Director Jake Scott, Paramount Brand Studios “Make Your Gameday Epic” In “Gladiator II”-Inspired Pepsi Spot
Nearly 20 years after Pepsi’s “Roman Empire” made its mark on pop culture, the brand is returning to the arena with a colossal Gladiator-themed campaign titled, “Make Your Gameday Epic™.” Celebrating the start of the 2024 NFL season and the highly anticipated release of Paramount Pictures’ Gladiator II in theaters on Nov. 22, this short film--directed by Jake Scott via RSA Films for Paramount Brand Studio features Megan Thee Stallion, as Empress Megan, leading a legion of NFL superstars turned Gridiron Gladiators, including Josh Allen, Derrick Henry, Justin Jefferson and Travis Kelce, locked in an epic battle with ice-cold Pepsi at the heart of the action. A brand-new gameday anthem from three-time, Grammy award-winning artist Megan Thee Stallion soundtracks the campaign. The unmistakable “boom, boom, clap” from Queen’s epic track “We Will Rock You” is featured on a fresh sample with cutting new lyrics from Megan. The new track became available on all major music streaming platforms, and ahead of Megan hosting the 2024 MTV VMAs last night (9.11), where the track and music-video inspired spot were heard and seen throughout the show. “I’m honored to follow in the footsteps of the legends who appeared in this Gladiator campaign 20 years ago and proud to have carved my own new legacy,” said Megan Thee Stallion. “Pepsi really brought the worlds of music, sports and entertainment together in a powerful way to set off the new NFL season.” The spot opens with Lamorne Morris and Jake Lacy peering into a can of Pepsi Zero Sugar as it transforms into a colosseum. Empress Megan calls the shots, and the royal roster of NFL players are at her command as they all vie for her favor and a sip of an ice-cold Pepsi... Read More