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.
For World Cancer Day (Feb. 4), Gustave Roussy, a treatment center in France ranked number one in Europe and number four in the world in the fight against cancer, is once again speaking out through film. “Lucie” retraces the life of a young woman, from her birth, her joys, her encounters and her trials, in particular the illnesses she faced or may have faced (if not vaccinated) during her life but which did not kill her thanks to advances in science and medicine, including the discovery of her rare cancer at the age of 36.
Conceived by Publicis Conseil and directed by Jaco Van Dormael via production company Hamlet, “Lucie” takes the gamble of using almost exclusively scientific images to tell this story (scanners, MRIs, microscopes, 3D). It highlights the beauty of these images beyond their raw meaning, the poetry that can emerge from them to pay tribute to all the researchers, doctors and specialists who over the centuries have transformed what were once serious illnesses into benign ones, saving many lives in the process. Like most of us, Lucie lives her life without even thinking about all the times when science and medicine have enabled her to go on living.
“In a world where cancer affects one person in two and more and more young adults, we want to show that the disease is a stage in life from which the majority of sufferers are now recovering, thanks to scientific progress. Lucie’s story is the story of thousands of patients. This film makes Gustave Roussy, its doctors, researchers and professionals part of the history of major scientific advances,” said Professor Fabrice Barlesi, CEO of Gustave Roussy.
