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.
FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.
The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.
The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.
The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.
This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.
The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More
